Headline: Take two company founders.
Add 10 years of 80-hour workweeks. Fold in a formidable outside CEO. Mix carefully. Very carefully
Deck: How the food company Two Chefs on a Roll grew up, and really started growing
Add 10 years of 80-hour workweeks. Fold in a formidable outside CEO. Mix carefully. Very carefully
Deck: How the food company Two Chefs on a Roll grew up, and really started growing
This is a story about a husband and wife team of chefs that started Two Chefs a company that grew beyond their wildest dreams and that would eventually turn their lives upside. Two Chefs produces a million pounds of private label food products a month and develops and sells to more than 250 restaurants. The story deals with their growing pain dramas which include handing their company over to a new CEO, all while dealing with their own problems that would eventually lead to their marital seperation while still trying to grow their company more.
Sketch 1: I initially wanted to do something elaborate with the headline and try to make it look like a piece of cake being picked up by a big fork. Nick Ruechel is photographing this story and Bryan Christie is providing illustrations.
Sketch 2: (counter clockwise) In discussing this story more with the creative director, we tried to convey a feeling of scale. We explored the idea of Bryan Christie illustrating something that would compliment the opening portrait of the two chefs that was photographed by Nick Ruechel as well as add to the sense of scale this company operates in. The portrait is a full body shot of the two chefs that dominates the page. So, my initial idea was to have a photo-realistic illustration of the two chefs standing down a long corridor looking really small with food stuffs piled along the walls to convey the sheer volume of their operation. Like a close-up view on page 1 and a long distance view on page 2. Some other ideas involved scale. Such as the chefs floating on a boat inside a mixing bowl. (Weird, I know!)
Sketch 3: (counter clockwise) Ideas using receipe cards, cracked eggs, mixers, and more pie shaped typography.
Sketch 4: (counter clockwise) This idea I was excited about because it had “movement” and i felt was dynamic, but unfortunately, didn’t convey the idea of size. And more ideas with measureing cups.
Layout mock-up 1 Tighter versions of sketches above. Using measuring cups and and idea from Bryan Christie of a flatbed truck with a giant cupcake and portraits by Nick Ruechel.
Layout mock-up 2 Just in case I explored more ideas with measuring cup and headline being poured out.
Layout mock-up 3 I was really excited about using this idea. I would have made the headline look like it was being mixed. When I got the headline I dropped this idea, but I still like how it looks graphic and abstract at the same time.
Layout mock-up 4 Again, this idea I was to be the dynamic layout, but unfortunately, it didn’t say much about the company.
Final Layout Opening spread features the Nick Ruechel portrait , alongside a photo illustration by Bryan Christie. I used the graphics of the a measuring cup to convey the cooking angle, and I got to keep the measuring cup and drops on the inside spreads.
