Mince Mag is an independent zine platforming emerging artists, writers and creatives shaping the food and hospitality world.
Rooted in the belief that food is a universal connector, the publication uses it as a lens to explore broader cultural conversations that shape how we eat. I was approached to lead the publication's design, whilst adapting the existing brand identity. The brief was to reflect the vibrancy of the hospitality scene and it's creative artitsts. I developed a cohesive design system that could be applied consistently across future issues, while remaining flexible enough to encourage experimentation and ensure each spread felt fresh and distinctive.
The front cover was designed to spark curiosity and invite closer inspection, whilst helping readers to decipher the logo which readers, most likely, are seeing for the first time. What initially reads as a slab of mince meat is, on closer look, actually a packet of noodles. The image was photographed to feel like a scanned artefact, setting the tone for the internal pages where a colleciton of artefacts from local hospitality venues are depicted.
I managed the production end-to-end, selecting paper stocks and overseeing print outcomes. The result was a perfect-bound, 96-page publication featuring work from 50+ artists and writers across Australia and the US.
