Secret Menu, issue 01, “Asian Cooking in L.A.”
The magazine logo appears to combine Jackpot (with some glyphs inserted from another typeface) and Middleton Brush.
Secret Menu is a new print title from DoorDash that takes a behind-the-scenes look into local food culture, starting with Asian food in Los Angeles.
The magazine is founded on the belief that restaurants mean more than food and focuses on the communities forged by chefs and owners, examining the way their businesses are connected to their neighborhoods.
Words from Studio Yukiko, the designers of the magazine:
We wanted it to look as yummy and creative as cooking itself, with diverse design ingredients, mouth-watering typography, and nutritious colour palettes. Overall as enjoyable to digest it’s contents.
The main display typeface is Pimpit by Benoît Bodhuin. Other fonts in use include Surt by Matthieu Salvaggio and ITC Bookman by Ed Benguiat (body copy), Compagnon by Juliette Duhé and Léa Pradine (captions), Delikaat by Florent Courtaigne (names), and a number of 1970s revivals by Canada Type: Jackpot, Goudy Two Shoes, Middleton Brush, Stretto.
Art Director: Michelle Phillips
Design Director: Sebastien Millot
Designer: Antonina Kozlova
Table of contents
“The Sanctity of Sushi Knives” featuring what looks to be Neue Haas Grotesk.
“Hail Hail beloved Strip Mall” featuring Goudy Two Shoes, Stretto, and an unidentified serif
“From Sea To Table” featuring an unidentified serif
“Forget About Pho” featuring an unidentified serif
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