Joie De Vivre
DISCIPLINE
Publication Design
Illustration
Publication design for a modern take on a classic French cookbook, a love letter to the bistros of paris and the "joy of living" through the culinary arts.
Joie de vivre refers to "a joy of conversation, joy of eating, joy of anything one might do. [It is] a philosophy of life, a Weltanschauung." This phrase sparked this title for a French cookbook reintroducing the joy of living into the modern chef's life by breaking down the most traditional French fare into straightforward recipes. They inspire chefs to not only enjoy their food, but the spirit expressed through the journey of cooking.
Research for reference materials naturally led the design to the scene of French culinary capitals like Paris, where bistros and bakeries line the streets, and patrons spend their days enjoying food and community. The visual motifs of the book are heavily influenced by this Parisian bistro experience, from the mosaic tiling of the flooring to the elongated shapes of the menus. The typography is rooted in French Art Deco signage styles, defined by elegant proportions and sophisticated ligatures.
Comprised of over 30 curated recipes, the book is divided into three primary sections: L'Apertif (Appetizers), Le Plat Principal (Main Course/Entrees), and L'Dessert. Each section opener integrates the mosaic styling seen on the cover, as well as a classic bistro color that runs through the section.
Elegant spot illustrations sporadically adorn corners of the pages, highlighting ingredients from their recipes. Each section's rule lines are related to its content. The appetizers feature a thin bracket, the entrees— a dotted end cap line, and the desserts— a wavy line, inspired by the flaky layers of classic French pastry.
Launch press materials for the book included a gift box in partnership with vibrant cookware brand Great Jones, which included a selection of French kitchen essentials, from a mini cast iron pan to sets of towels and even a Joie De Vivre embroidered apron.
The colors, patterns, and typography of the book are heavily influenced by the quintessential Parisian dining experience, particularly the mosaic tiling of the flooring seen at iconic brasseries and cafes.
Section openers divide the book by meal course, introducing each with a spread following the mosaic styling introduced on the cover.
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Developing the creative work that builds the brands and culture of tomorrow.
NEW YORK, NY 10010
ALL WORK © JUSTIN WONG DESIGN and rights reserved UNLESS otherwise NOTED.
Developing the creative work that builds the brands and culture of tomorrow.
NEW YORK, NY 10010
ALL WORK © JUSTIN WONG DESIGN and rights reserved UNLESS otherwise NOTED.