Taking its cues from mid century references books, vintage field guides and contemporary still life photography, the guide was designed to be unlike any of its predecessors. Art directed and minimalist food photography combined with custom designed fonts brought a unique aesthetic to the book. A major design challenge was treating 100 portrait images supplied by producers that were of various styles and quality. A coloured screen was used to unify the images and bring consistency to each producer profile.—Australian Book Designers Association

The Field Guide to Australian Produce, like its predecessor The Field Guide to Tasmanian Produce (2015), was designed by Matthew Angel. Both guides use Alias Noah for headlines, mixing its three versions – Upper Lower, Text and Unicase. The typographic palette is completed with Nimbus Sans, Adobe Caslon and Pitch.

A book of Tasmanian produce giving consumers, restaurants and stockists the opportunity to contact producers and hear their stories. Published by The Field Institute

The Field Institute is a design-led research, communications and strategy office focused on the food and agriculture sector. Using design and creativity we unlock new thinking within the chain of food production, supply, and consumption. We want to reconnect producers and consumers, bridging rural to urban, and explore how disruptive thinking can transform lives and businesses.

Alias Noah is used throughout for headline type. Read more about its design on the Alias blog. The book uses its three versions – Upper Lower, Text and Unicase – to subtley different effect.