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Mag Sla

Art direction for ‘Sla’ – a Dutch vegetarian magazine. Beginning of 2000, vegetarian cuisine had an image of dull, uninspiring food, consumed by tree-hugging, liberal types. The editorial team of ‘Sla’ thought otherwise. They wanted to show that without meat or fish you could present creative, tasteful and healthy dishes. The magazine was filled with recipes and dishes that were easy to prepare and a number of vegetables were reintroduced such as turnip cabbage and black raddish. The look and feel of the magazine had to be inviting, modern, easy to digest with a light colour palette and a lot of white space on the pages. For the typography to be delicate, two hairlines and the typefaces Helvetica Neue Light Extended and Bembo were used throughout the magazine.