MORGAN VACA

THIS IS NOT JUST A COOKBOOK


This Is Not Just A Cookbook is a project rooted in Design Strategy. When my small group was tasked with the challenge of designing a solution that fosters an anti-racist community we began first by finding our audience (our user). Our strategy was targeting individuals who are open to change. From there we conducted research through secondary research, interviews, surveys, and various additional observational techniques. After much brainstorming and many debriefs, we landed on a final solution that was accessible and educational that celebrates diverse cultural traditions while also challenging systemic racism. 

Our cookbook series uses food as a unifying force and catalyst for change by providing a cultural exchange and education, promoting empathy, and sparking meaningful conversations. Our hope is for our books to be integrated into educational settings such as schools and community organizations such as public libraries. Beyond our community is a website, a brand partnership with Target during Hispanic Heritage Month, and a book tour with some of America’s most impactful book clubs/ inspirational women such as Reese’s Book Club, Oprah’s Book Club, GMA Book Club, a segment on The Drew Barrymore Show, and a special shoutout from Michelle Obama. 

Below are designs/ spreads from my portion of our initial prototype exploring Mexican culture specifically. As this was a group effort, I was responsible for the front cover, back cover, introduction, color, meats, resources, and my author page.
SLC/U OF U 
DESIGN STRATEGY
BRANDING
TYPOGRAPHY
ILLUSTRATION

←

IN THE MAKING ✶⋆ IN THE MAKING ✶⋆

PICNIK & SOCIAL SIPS PICNIK & SOCIAL SIPS PICNIK & SOCIAL SIPS

HARRY’S MARKET ♡ HARRY’S MARKET ♡  

THIS IS NOT JUST A COOKBOOK!  

BLOOM ✿ BLOOM ✿ BLOOM ✿