The Brief: With veganism officially taking over the masses, celebrate the plant-based diet in a new and unique way. 

The Concept: Instagram has shifted veganism from a niche subculture into an aesthetically pleasing, aspirational lifestyle. My aim was to prove that you can still be ethically sound and sustainably minded, even on your bad days.

The Solution: Recipes For Disaster is a vegan cook book, full of delicious comfort food for when you need it most. 

The way we are approaching food and feeding ourselves has never before been so prominent. The accessibility of vegan junk food has made it easier than ever to eat our way to a more sustainable planet.

By encouraging accessible, non-judgemental, non-meat meals, we can take away the large moralistic baggage from meal times. 

The bold aesthetic and clear visual hierarchy paired with the illustrated spreads highlights the disaster and encourages readers to indulge.

Each illustration replaces traditional food photography and plays on common occurring disasters that most of us are familiar with. 

The three colour palette and sharp typography brings a sense of pace to the cook book. The uniform pages are broken up by the bespoke illustrations, each paired with a particular event. 

When the cook book is purchased, customers are given a reusable tote bag and dinner plate to announce to the rest of the world that their day was rubbish and only food can save it.