To mark COOK’s 20th birthday we created a commemorative magazine for staff and customers, bringing to life the driving purpose at the heart of our business: nourishing relationships. As we wrote in the foreword, COOK Twenty is: “…part cookery book, part business manual, part birthday celebration, part self-help handbook, part annual report, part inspiration for a better world… and if none of that floats your boat, there’s a pub quiz on the back page.” The magazine was published to coincide with our Annual General Munching in 85 COOK shops nationwide (an AGM for the masses), and was available in-store for a £1 donation to charity.
The design amplifies the homemade-handmade credentials of our food (which is all prepared by hand in big kitchens in Kent and Somerset), through the liberal use of illustration and an eclectic, verging on scrapbook, style. We retained our signature, logo font for headlines, but with hand-drawn treatments. We also created illustrated, pull-out worksheets of tools we use internally for personal development, such as our Dream Academy and Confidence training programmes. The whole approach was to collapse the divide between COOK staff and COOK customers; to show that we belong to a shared endeavour – to create a company that’s a genuine force for good in society.