The food in Mr Hong, isn’t from just one genre, so the design had consider this and work throughout the whole book. I chose to be bold and graphic with the art direction of the photography, and to pull out a few of more the interesting dishes as double feature spreads, in a humorous and unexpected way. This balances with sketchy illustrations, representing the irreverence of someone who has had success, so early in his career. It’s part-biography, part-cookbook, so I invented the “emota-hong”, used on most pages, so you get a real sense of his voice speaking to you.