This cookbook was created to celebrate Send Chinatown Love's 1 Year Anniversary in raising money and awareness for NYC Chinatown during the COVID pandemic.
I was tasked with leading design efforts on the project, and collaborated with copywriters, photographers, and other team players to bring this e-book to life.
The theme of this cookbook is centered around the Roundtable, or the Lazy Susan, an iconic staple of Asian food culture. It also alludes to a “roundtable” discussion; within the book we interview the community (SCL's merchants).
The Lazy Susan is important in Asian cultural context because it's also a metaphor for a larger picture of how love and family dynamics operate - we all share from the same plates and dishes, and we work together to make sure everyone is fed and nourished. Similarly, Send Chinatown Love has been working hard to make sure our greater community (Chinatown) keeps its doors open, and in turn is able to continue thriving in a post-pandemic world.
The creative direction of this book is an homage to Chinatown graphics. The dark red (SCL red), green and yellow are primarily inspired by Chinatown menus, posters, and ads. The brush script and "shouts" are also inspired by Chinatown visual ephemera.
Select spreads below
