JFF x Shokupan

#JustForFun
Conceptual food illustration series of four iconic Shokupan sandwiches. 
 

JFF x SHOKUPAN is a proposal initiated by Food Artist and Creative Director Anna Keville Joyce, generally known for illustrating non-food worlds with food ingredients — birds, typography, etc. This time she reversed the concept, illustrating gastronomic expressions with graphic elements.
 

The Shokupan sandwiches were chosen for the illustration series thanks to their iconic style which is both simple and elegant. After many years of working primarily abroad, Anna wanted to participate again in the gastronomy scene of her city of choice — Buenos Aires — contributing (hopefully!) beauty and delight. 

For this project, she included Graphic Designer and Art Director Ignacio Elffman who, with his experience in branding and packaging, brought a more graphic persepctive rather than a classic illustrative expression.

Anna considers the work of illustration to be poetic, precise, and clever, isolating the necessary elements needed to communicate a concept — in this case, sandwich flavors — by way of meticulous attention to form, line, color and balance, leaning on a determined system of design while adding, as always, a bit of intentional "error".
 

The result: four delicious Shokupan illustrations created with obsession, love, and #justforfun; because the delight of creating, collaborating, and experimenting outside of the demands of the economic system...is health.

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MORTADELLA  /  OLIVE  /  TEMPEH  /  OMELETTE
 

Concept + Creative Direction: Anna Keville Joyce
Graphic Design + Illustration: Ignacio Elffman
Shokupan: Tomás Di Lello (Buenos Aires)