KETCHUP MUSTARD RELISH SERIES
A Critique of the All-American Diet
A Critique of the All-American Diet
// CONCEPTUAL BOOK COLLECTION
“Ketchup Mustard Relish” is a conceptual book cover series that aims to critique the All-American Diet way of life. However, the conceptual designs are not just about ‘dieting’. The main goal is to get readers to reflect on how the meat culture and the food marketing industry affect us. It also discusses vegetarianism and the environmental impact of factory farming and animal rights, as well as the local and global influence of the United States’ fast food industry.
With the design based on vintage condiment labels, the covers contain bold lines, big typefaces and pictures of the most recognizable American family, The Cleavers from “Leave it to Beaver”, bringing the reader to where it all started. Bright colours represent each sauce just like the containers do in real life.
