PRIVATE CLIENT
Pincha Salt Magazine
TIMELINE: 60 Days
TEAM SIZE: 3 People
Pincha Salt Magazine is a culinary lifestyle publication. This conceptual mockup was created for a private client looking to pitch a magazine line. Hey Moon provided end-to-end creative support. This holistic approach spanned cooking and styling the dishes, to shooting them and developing the visual design and layout treatments for the publication. In a two month period, twelve spreads were fully polished to showcase the client’s proof-of-concept.
The proof-of-concept consisted of two primary sections: seasonal pastas and fresh takes on pancakes. The pancake spreads offered many avenues for creative freedom like playing with scale, volume, and ingredient deconstruction to create eye-catching layouts that stick with the viewer. Visual interest is crucial to publication design, as the market is so saturated.
From a photography perspective, being mindful of time was our main hurdle. Food looks its best when it’s fresh and hot—the longer it takes to style and set-up makes it more difficult to achieve the perfect shot. Our team had to plan each shoot heavily in advance to ensure we were a well-oiled machine in the moment.
Aside from planning the shoots, the magazine layouts themselves required quite a bit of planning. We wanted to develop spreads that felt unique, highly styled, and heavily curated. To achieve the perfect look, we spent time in the initial planning stages blocking out and sketching potential compositions to ensure the perfect harmony between design, photography, and pacing.
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