We identified a guiding principle for the restaurants that would serve as a theme for the book: community. To bring this to life in the pages, we orchestrated a shoot for seven double-page photos with multiple models in motion sharing a meal around a table.
The Kitchen Cookbook: Cooking for Your Community
To celebrate the twentieth anniversary of his restaurant group, Kimbal Musk asked us to create a cookbook, starting with hundreds of commercial-scale recipes from disparate sources. We curated, adapted, and tested 100 recipes, then crafted narrative texts that gave continuity to the dishes, while also producing a ten-day photo shoot with a full team of stylists.
BUILDING COMMUNITY
BUILDING ON THE RESTAURANT’S BRAND
Kimbal wanted the book to reflect but also evolve the restaurant’s branding, so we made its signature orange a motif in backgrounds, type, and even napkins. We also developed a graphic language playing off the Kitchen’s (and Kimbal’s) “K.”
MULTIMEDIA ELEMENTS
Since Kimbal comes from a tech entrepreneur background, we worked with his team to place a dozen QR codes throughout the book that link readers out to brief videos demonstrating key kitchen techniques.
