Concrete Vegan
Honor O'Neil
Concrete Vegan’s creased brown paper cover suggests not only
a recyclable element that reflects the magazine’s care for
the environment, but also reflects the honest, unpretentious,
independent nature of the magazine. The title represents
both the strength and the rooted ideology of veganism the
magazine believes in, as well as the target audience of city
dwellers and the conflict between capitalism and vegan ideas.
The hand-written font, suggests a carefree, artistic nature
that will flow on through the magazine and which departs
from the design of other vegan magazines in the market.
The image on the front will have perforated edges so readers can
remove it to reveal the recipe and to reveal artwork (contributed
by readers) underneath, creating a new cover to the magazine.
This will entice consumers to purchase the print copy so they
can create their own recipe book. This active element reflects
the magazine’s aim to encourage engaged and creative readers
and reflects the way it views food as just one layer of veganism.
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