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The Kitchen Cookbook

Challenge

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.

Solution

We curated, adapted, and tested 100 recipes. Then we crafted narrative texts that gave continuity to the dishes, while also producing a ten-day photo shoot with a full team of stylists.

The menu for the restaurant. (THE KITCHEN GNOCCHETT BLACK SPAGHETTI WITA TAGLIATELLE SHRIMP AND BEOCOEOEE SAUSAGE,no person, food, wood, collage, traditional, Christmas, fall, kind, retro, people, delicious, dinner, art, interior design, still life, lunch, fish, nature, cooking, indoors)

BUILDING COMMUNITY

We identified a guiding principle for the restaurants that would serve as a theme for the book: community. To bring this alive in the pages, we orchestrated seven double-page photos with multiple models in motion sharing a meal around a table.

A photo of the garden. (One of the joys of owning a restaurant is fresh, healthy food to getting to serve all comers. The Kitchen is often cited as a pioneer in the farm-to-table movement, but we and serve our guests the most wonderful produce available. Kimbal and Chef Hugo nager at The that first experience of gardening with kids that thes OUR created by climate change. ded Big Green, a 50(c)(3) nonprofit BIG GREEN ith gard calable,modular garden products ninggarden EAL nal organization reaching COMMUNITY eople every day. ork of more than seven hundred it and edible Learning Gardens in lig Green leader,people, woman, summer, no person, landscape, nature, outdoors, food, art, adult, travel, painting, print, grow, vacation, collage, girl, flower, recreation, man)
The cookbook by person, via photo sharing website. (Naan TomatoTartire Servest ne of the great things about the restaurant world 4 heirlocm cherry tomatoes, is the way it can foster community among chefs. quartered or cut into eighths You might be surprised to learn that many chefs depending on sie are happy to share their secrets and bounce ideas around Marinated Tomatoes (recipe with each other. In fact, this recipe is the result of one such follows) collaboration. One night years ago, The Kitchen

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.”

The book is a beautiful, hand - drawn, hand - drawn book. (whe o Towwer the table iewere Somereok I
The book is a good read for beginners. (done yet. 776 1o. Remove from the oven and let it Chef Michael Bertozzi cool before serving and Kimbal Musk with a fresh delivery of carrots ALL ABOUTTHE APPLES Honeycrisps, you can substitute Granny Smith, For this galette,we use Honeycrisp because,of SugarBee,or Braeburn apples and your galette all the varieties out there,it

MULTIMEDIA ELEMENTS

Since Kimbal comes from a tech entrepreneur background, we worked with his team to place a dozen QR codes throughout the book, linking readers out to brief videos that demonstrate key kitchen techniques.

The book is a must read for anyone who loves to cook. (sweet-acidic 1 cup water Y cup sugar 2tablesp 2large le,no person, document, paper, page, book, business, poetry, text, facts, writing, administration, law, data, education, form, blur, time, number, identity, research)
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