The Pocket Chef
branding & art direction
digital illustration
print design
web design2016
At the University of the Arts London, we were prompted to create a non-geographical map that solved a problem. This culinary survival guide was my solution to the challenge of finding authentic Mexican food in London.
The Pocket Chef arms users with the knowledge, tools and culinary savvy they need to cook their own Mexican food. The website would host a range of guides, videos and articles sharing tips on how to master Mexican cuisine.
I illustrated a large family of icons that are used throughout the brand. Yellow, red and black are an instrumental element of survival books, as are the militant and stern fonts.
Users could also sign up to acquire monthly kits that feature limited edition guides, optimal culinary tools and ingredients and more. Guides would also be available in local stores, making it easy to find recipes & ingredients all in one place.
I researched survival material, travel terminology and map designs and incorporated my findings into the overall aesthetic and content of the brand.
