Content - Studio Brief 2

For this brief I decided to create a book of spaces, I am a big fan of cooking and love to cook for fun. I considered  normal cook book originally, then had the idea to create something which focused on simple meals. This idea of simple then lead me to create sauces after I found how easy it was to make hummus. I want to use sauce that are not super ordinary which people may not have tried before. I want to also try and make each sauce from a different country. I will use 8 as it is best to work in figures of 4 this gives me 8 for images 8 for text and then 4 for front, back, content and summary. 
For the sauce I will look at a large variety of websites, blogs, magazines and books each will be listed at the end of this post. Within the book I want to really focus on the origins and story behind the sauces. I will create and photograph one a week, This way I can create the book without being over whelmed. 

Chorizo jam

Chorizo jam (Chutney) I found this recipe on 'a life of geekery' It really drew my attention as I have not come across it before but have a big love for chorizo. Now for this I'm not actually sure the origins but chorizo itself is most probably from Catalonia in Spain (where there are 17 officially recognised varieties of chorizo) however over time it has been made in many society in different ways. The chutney its self can be used in fine dining or as ‘last minute picnic’ as you want, but there is no arguing over the incredible flavour it brings.

INGREDIENTS

• 1 Red onion, finely diced
• 100g Chorizo, finely diced
• 1 Garlic clove, minced
• 1 tbsp Tomato puree
• ¼ tsp Rosemary
• ¼ tsp Thyme
• 150ml Apple juice
• 1 tbsp Dark muscovado sugar
• 1 tsp Balsamic vinegar
• ½ tsp Soy sauce

METHOD

1. Using a small saucepan over a medium heat, add a teaspoon of oil, followed by the onion and chorizo. Cook, stirring every few minutes, until the onions are translucent.
2. Add the garlic, rosemary and thyme. Continue cooking for a further two minutes.
3. Add the remaining ingredients and bring the pan to a gentle simmer until the mixture has reduced and the consistency thickens.
4. Pour in to a jar and seal.
5. Once cool the jam can be stored for 14 days in the fridge.
6. Please see notes for instructions on preserving (for a longer lifespan) and consistency options.

 http://www.alifeofgeekery.co.uk/2015/07/chorizo-jam.html


Chimichurri is a green sauce used for mainly grilled me but could be used for anything from fish to rice, Its originally from Argentina



INGREDIENTS

• 2 cups packed fresh Italian parsley leaves
• 4 medium garlic cloves, peeled and smashed
• 1/4 cup packed fresh oregano leaves (or 4 teaspoons dried oregano)
• 1/4 cup red wine vinegar
• 1/2 teaspoon red pepper flakes
• 1/2 teaspoon kosher salt
• Freshly ground black pepper
• 1 cup extra-virgin olive oil

METHOD

1. Place parsley, garlic, oregano, vinegar, red pepper flakes, salt, and pepper (to taste) in the bowl of a food processor fitted with a blade attachment. Process until finely chopped, stopping and scraping down the sides of the bowl with a rubber spatula as needed, about 1 minute total.
2. With the motor running, add oil in a steady stream. Scrape down the sides of the bowl and pulse a few times to combine. Transfer sauce to an airtight container and refrigerate at least 2 hours or up to 1 day to allow the flavors to meld. Before serving, stir and season as needed. The chimichurri will keep in the refrigerator for up to 1 week.

http://www.chowhound.com/browse

Guacamole

Four to six servings

I prefer to use Hass avocados. You can tell they’re ripe when the skins are no longer green but black, and if you press them with your thumb, it’ll leave an imprint. I advise if you’re shopping in Paris, where touching produce is frowned upon, that you shop by color, rather than texture. (Can you blame them? Who wants to buy dented avocados?) Then use the touch test in the safety of your home. 

Fresh chilis are certainly a matter of preference. I had some slender Thai chilis on hand, and added a whole one to my guacamole, which got hotter and hotter as it sat. I generally prefer Jalapeños, if you can find them. Use however much you are comfortable with. Start with a small amount, then taste and add more. Remember that it’s easy to add more chopped chiles than to try to take them out. If you like chopped tomatoes, you can add those at the end.

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• 2 cloves garlic, peeled 
• 1 teaspoon kosher or sea salt
• 3 medium ripe avocados (about 1 1/2 pounds, 700 g)
• juice of one small lime
• One small chili, chopped (you can keep or remove the seeds, which add more heat)
• 1/2 small red onion, peeled and finely diced
• chopped cilantro
• optional: 1 teaspoon olive oil
• optional: a dash of chipotle or ancho chile powder

1. Mash the garlic and salt together in a mortar and pestle. (You can also make guacamole in a bowl using a fork or potato masher. If so, chop the garlic first.) Split the avocados in half and remove the pits. Scoop out the pulp with a soupspoon and dice the pulp, then add it to the garlic and mash it into the garlic along with the lime juice.

2. Mash the guacamole so it’s to your liking – some like it chunky, some prefer it smooth – then mix in the onions, cilantro, some chopped fresh chili, and olive oil, if using. Taste and season with more salt, lime juice, and chile if desired. For a slightly smoky flavor, add a bit of chipotle or ancho chile powder.

http://www.davidlebovitz.com/

Zhuk - Isreal 

10 jalapeño peppers

2 cups roughly chopped cilantro

2 cups roughly chopped parsley

8 medium to large garlic cloves

1 tsp salt, or more to taste

6 cardamom pods

1/2 tsp caraway seeds (optional)

1/4 tsp cumin

Pinch of black pepper

2 tbsp extra virgin olive oil

http://toriavey.com/toriskitchen/2014/10/schug/#IoplhQmUgCmaLBjf.99

Chimol 

CHIRMOL

Makes enough for two generous servings, multiply as needed
1/2 cup radish, chopped in medium fine dice
1/2 cup tomato, chopped in medium fine dice
1/4 cup cilantro, coarsely chopped (cilantro haters could substitute flat leaf parsley)
1/4 cup finely chopped red onion
1 Tbs. fresh lemon juice, or to taste
3 pinches salt, or to taste

http://www.teaandcookiesblog.com/2007/06/chimol.html

Chermoula or charmoula is a marinade used in Algerian, Libyan, Moroccan and Tunisian cooking. It is usually used to flavor fish or seafood, but it can be used on other meats or vegetables  North African cuisine.

Chermoula

This recipe Makes about 3/4 cup (125g), enough for 4 – 6 servings

Some people add preserved lemon to chermoula. I can’t say I prefer it, as I find that it muddies the taste. But you can add some if you’d like. I’ve seen other versions with fresh dill, ginger root, onions, and coriander seeds. So feel free to play around with it. You can use a mortar and pestle to make chermoula, a mini-chopper, or the small bowl of a food processor, if you have one.

Just a dab of this hot sauce is all that’s needed to enliven a dish. I also imagine it’d make a pretty nice sauce for a simple pasta. This recipe can easily be doubled.

• 1 teaspoon cumin seeds
• 1/3 cup (15g) coarsely chopped flat-leaf parsley
• 1/3 cup (15g) coarsely chopped cilantro leaves and tender stems
• 3 cloves garlic, peeled and chopped
• 1 teaspoon smoked paprika
• 1-2 teaspoons fresh lemon juice
• 6 to 8 tablespoons (90 to 125ml) olive oil
• 1/2 teaspoon salt
• 1/2 teaspoon chili paste (or 1/2 to 1 fresh chile, seeded and chopped)

1. Sprinkle the cumin seeds in a skillet and toast them over medium to high heat, stirring, until they smell fragrant, 1 to 2 minutes. Set aside.

2. In the bowl of a mini-chopper or food processor (or in a mortar and pestle), place the parsley, cilantro, garlic, smoked paprika, 1 teaspoon of lemon juice, 6 tablespoons (90ml) olive oil, salt, chili paste, and toasted cumin. Grind until smooth.

3. Taste and add the additional teaspoon of lemon juice and the rest of the olive oil (or more), if necessary, so the sauce is a loose paste. 

Storage: Chermoula can be made a few days in advance and refrigerated. It will keep in the refrigerator for up to three days.

http://www.davidlebovitz.com/2014/08/chermoula-hot-sauce-recipe/


Muhammara, the Levantine roasted red pepper and walnut dip is my new favourite thing in the world. Sweet, spicy, smokey, unbelievably moreish and really simple- which is a good job because the thermostat on our oven no longer works!


MUHAMMARA - THE 'MUST MAKE' RED PEPPER DIP

• 3 Red peppers
• 100g Walnuts
• 1 Tbsp Pomegranate molasses
• 1 Tbsp Olive oil
• 1 Garlic clove, peeled
• ½ Tbsp Chilli flakes
• 1 Tsp Cumin
• ¼ Tsp salt

1. Cut the peppers in to wide strips, discarding the stem and seeds. Lay them on a baking sheet, skin side up and grill on a medium heat until the strips are flexible and the skins are starting to char a little.
2. Add all the ingredients to a blender and pulse until you reach a near smooth consistency.
3. Taste the dip and check the spice level. Add more chilli flakes if needed.
4. Transfer to a bowl and serve with a drizzle of oil over the top.

http://www.alifeofgeekery.co.uk/2015/05/muhammara-the-must-make-red-pepper-dip.html

Mojo Sauce 

Ever since discovering Mojo sauce as the "secret" ingredient to one of my favorite rotisserie chickens,  I've been all over this stuff. As a marinade, baste, or dip, this pungent, acidic sauce packs a massive amount of flavor.

There are many varieties of Mojo, but it's the Cuban version that's stolen my heart. Sour orange juice serves as the tart base, with a hefty amount of garlic adding strong bite. Add oil along with oregano and cumin, which gives it an earthy background.

While my recipe has not changed much from my first batch, finding a local source for sour oranges has definitely made a difference, for the better. Prior to that I was using an equal mix of orange and lime or lemon juice, which is a decent approximation but if you want to go for gold, hunt out those sour oranges!

• 8 cloves garlic, minced
• 2/3 cup fresh sour orange juice, or 1/3 cup of fresh orange juice and 1/3 cup of fresh lime juice
• 1/3 cup olive oil
• 1/2 teaspoon dried oregano
• 1/2 teaspoon cumin
• Kosher salt and freshly ground black pepper to taste
• 
  
• 
  
• 
  
• Place garlic in a mortar and pestle. Add 1/2 teaspoon of salt and work into a smooth paste.

1. In a small bowl, whisk together garlic, sour orange juice, oil, oregano, cumin. Season with salt and pepper to taste.
2. 
   

Leaflet - Evaluation - OUGD405

For this project I had chosen the video the future smoker. So I had to create a leaflet which revolved around this subject and video. I payed a lot of attention to distribution for this project as I really wanted to make sure that my leaflet was getting to the right audience and in a wasteful manner. Handing leaflets out on the street or sending them by post was not a good enough method, it would not target the correct audience as its to complicated to find smokers and it just leaves room for a lot of waste something I have tried very hard to avoid throughout. I came to the conclusion to create something which could fit into cigarette packets my issue was it was to small and not enough information could be placed onto the pieces. I found interesting folds which would allow for a 4x6 inch piece fit inside. What I did not consider until my final pieces had been created was how these folds could have an effect on ink, because i had been creating samples on standard thin paper the effect on ink was minimal. In fairness I did take this into consideration slightly to begin with by choosing to use 140gsm pike paper but unfortunately as stated earlier I messed up the printing as i only had one piece and left it to late to order more. I used accent smooth natural in 270 gsm, this paper was great however due to its thickness when folded it split the ink, This also happened with phoenix motion xantur 250gsm. To fix this issue I would of needed to reprint on slightly thinner card however because this was left till quite late to print within the print rooms it was not possible to get another appointment. On the other hand the leaflets are not ruined they are still visible I just would not have that particular paper used if they was produced. When taking a look at my final designs and checking over the brief I have veered very far from what the brief is asking for. Originally I did stick to the brief and created a series of graphic driven leaflets which used The future smoker from the videos we watched, I also used the ex smoker and social faster vs social smoker. These three where chosen to appeal to everyone while also attracting more attention from different age groups. For example social faster vs social smoker is aimed more towards newer smokers which is largely younger adults. I dropped this idea because I felt it lacked constancy it was informative but had little impact. I wanted to motivate smokers to quick these just weren’t doing that when reviewed. Where as my final idea stands out instantly through the bright photography, Its quick and easy to read with high impact. Getting people to think could that be me? or I could do that! Although my final leaflet does have its down falls one being as mentioned before that it has veered very far from the brief, also that it does lack information however I have chosen this purposefully I could of had information placed on the back of the card instead I had it made to be a postcard in the hope that people not willing to quit may send it to a friend they would like to quit or that is in the process of quiting. When evaluating this idea now I do see the flaws in it as really not many people send letters or post cards in this day and age due to everything being digital on the other hand I wanted to maximise chances these leaflets would not be binned but shared. I think if I had more time next time I would consider what goes onto the back a bit more carefully It took me a very long time to come to my final idea then due to this I jumped on one of my first ideas for the back of my chosen idea. Although I am pleased to have used photography within my work something I have not yet done and a photographer who I find brilliant, with images that are in some way inspirational making you want to get out your seats and do something, this is what I was aiming to achieve. For my final Resolutions purposefully left one unfolded so it could be seen without the creases running through it.

Tests and fails - Leaflet - OUGD 405

I had 20 sheets of different paper with a few ideas of how I would like to try out my images. Firstly was to have them printed onto coloured paper, I used GF smith Aztec blue to try this out. I used one image with white space one in black and white and one normal. What I found was the outcome had a great authentic to it however it really Dulled down the images. This is not what I was looking for I want something that really jumped out the paper to people. Although from this test I did find I much preferred the leaflet with white space I found it have it a much more professional look and feel while drawing attention to the image. I then tested on normal white paper my problem with this was I just felt it was to clean smoking is dirty with it comes tar and chemicals I wanted something to represent that at least. As the images do not I though the paper could this is when I decided to use a off white paper from GF smith. Its called pike and has a waxy effect I found this fitted the bill perfectly as it was slightly gritty and off white which reflects ciggerrete however as I ordered these as samples I only had one pieces and managed to completely mess up the print. As I opened the tray to first test on normal paper it began to print and printed off. This was a real shame and a pain because it was the only sheet I have. Fortunately I have a few more but of different weight and colour so I have had to re chose my paper. I am going to have it printed onto accent smooth - natural - 270gsm this paper is a nice off white but has not got the waxy feel although it is much thicker compared to the 170gsm this will have a much firmer finish but the worry is it may not fit well into the ciggerrete packets. My second chose is phoenixmotion this has a similar feel to pike but is a bright white colour when compared I would rather the natural coloured paper but will see when printed. Final I have coloured papers again but this time in much paler colours, cool blue, powder green and candy pink As next time the printers used will be much higher quality so I am hopeing for a much better finish. Then with these final resolutions I shal pick and fold the three chosen ones. 

OUDG405 - Further Idea development

Today I decided on using The ex smoker concept through the series of images, this is because I was struggling to keep them constituent and similar which I wanted to do. I also thought the leaflets where becoming over crowded I wanted to create something more simply yet powerful. For this imagery needed to be used as i have not yet experimented with imagery i thought this would be a good place to start. I found the leaflets where looking very dull and not very interesting images would liven the leaflets up giving them more life, I also have not yet used photography within my work so this would be a nice change. I decided to use short sentences from previous ideas of an ex smoker such as Live longer. I have kept each sentence two words long to gain a quick response, and with the image doing most of the talking. My only issue is production as I do not nessaryly want this printed on both sides due to unsessary amounts of ink being used. I was thinking of maybe making the back a postcard or something something which could be reused instead of thrown away. Here is what I have so far. I first looked at layout of text and then moved onto photography. I wanted to use lifestyle photographers who show life on a very positive scale. I looked at many photographers but took photos from the following, carolyn mendelsohn, julian love and tyler roemer. I will be taking a majority of the photographs from Tyler Roemer a action lifestyle photographer he takes spectacular images of people 'doing' I feel like this is the best message to be sending smokers to persuade them to quit smoking.

I went for the centred text in helvetica bold in capitals, the same as my previous work. 

I used centre as I feel it gives the images a sense of simetry 

OUGD405 - Info graphic development

For these designs I wanted to use silihuetes to suggest the future smoker, ex smoker could be anybody this was to appeal to more people by having them relate the siliheute to themselves on a personal level. I wanted all letters to be in capitals through the three series, this is to propose seriousness, importance and shouting through the page. Type face used throughout is helvetica other typefaces such as futura and bebas bou was tried and tested however they are much more condensed and filled up much larger proportions of the page when scaled to fit. I used a 4 by 6 grid on each layout, they are created to fit a 2:3 ratio of 4 inches wide an 6 inches tall. The 2:3 ratio is taken from Jan Tschichold and originally suggested by van de Graaf in Van de Graaf Canon. I found this from research into my design principles booklet, It is supposed to create perfect page harmony books I wanted to apply this to my leaflets and see how it worked. I used both helvetica bold and regular for some samples this is to highlight both words so for example the ex smokers info panel can be read two ways. One is feels, smells, breathes, lives naming things an ex smoker can do secondly is when they are read together, smells better, Lives longer. However this only seems to work within this leaflets due to the information so to keep constancy I will maybe change them to regular apart from titles. Although this is not a final decision yet. Social smoker vs social farter was made to look similar to boxing posters. 

I applied these to some of the folds I have been testing out. 

OUDG405 - Leaflets development and experimentation

Once I decided on the format of my leaflet I generated ideas from the research on the subject I had obtained. I wanted to create a consistency throughout linking them in one way or the other, typeface idea etc. One Idea was to base the leaflet around typefaces having a sarcastic statement in bold helvetica to create a strong point. Attacking the packet of cigs they have just bought making them think twice about the purchase. 'To make sure your getting your moneys worth here's a break down of diseases' Along with listed diseases. 'The art of buying the privilege to die' with and art piece of buying cigarettes 'To make sure your getting your moneys worth' with a break down of all ingredients in cigarettes. Another idea was to use time and how much smoking will reduce the amount of time individuals have through smoking this included. Lungs filling up with tar and reducing the age smokers will pass away at. The use of a time glass is also used to present time and it passing faster. These leaflets also include information on how time will heal the smoker and how it will heal the smoker. The future smoker was one idea which I took directly from the information video on smoking called The future smoker. This shows everything needed to live as a smoker however they do not exist, pointing out we are not created to smoking and it leads to diseases the future smoker is resistent to. One uses my original idea of the boulevards which are upside down with the cig being stubbed out. This also has interesting facts that are general but most probably unknown. Ex smoker is aimed at the smokers vanity to get them think about there life without ciggerretes and how they may be better off. My final one is social faster vs social smoker, the idea here is to use humour to approach the topic more subtle creating something which people may actually share rather than throw away, It also targets a slightly younger audience which sometimes may be over looked when there is a large majority of underage smokers.

What I aim to achieve from these is to target all aspects of smokers, young, middle age and older. Luckily each age group will be hit by these leaflets however some will work better than others for each age group. I also want to teach the smoker something they may not already know with the hope of more knowledge creates a better understanding of what there actually doing. This will then help them make a more informed decision which will last longer. 

Fold Sampling