We communicate to editor Josh Jones about making the indie magazine’s new ice cream sandwich themed subject and accompanying content material sequence Mind Freeze, which is sponsored by Oatly
Based in 2018, Sandwich celebrates the inexplicable magic that occurs between two slices of bread by means of cultural reporting, picture essays, and interviews with the meals world’s tastemakers.
The journal was initially developed as a collaboration between TCO London, the writer/company behind Huck and Little White Lies, and US condiments model Sir Kensington’s, who sponsored the primary 4 points. When that partnership got here to an finish, TCO determined to take Sandwich in-house.
“The mission of the journal is to champion the connecting energy of meals,” says editor Josh Jones. “Every subject takes an iconic sandwich and makes use of it as a lens to look at tradition through essays and interviews, alongside stunning pictures and illustration. We then apply the identical mindset to create entertaining meals codecs in digital.”
Every subject’s connection to the common-or-garden sandwich ranges from the apparent to the extra obscure. For the latest Leftovers Sandwich subject, the crew requested high cooks resembling Matty Matheson and Ixta Belfrage to share their greatest leftover recipes, whereas the BBQ Brisket subject noticed author Oliver Keens talk about whether or not hip-hop beef has change into advertising baloney.
“The editorial actually can go in any route,” says Jones. “We simply wish to make it as fascinating as attainable and throw in some curveballs alongside the best way. It’s not your ordinary meals journal, that’s for positive. I are likely to fee relatively than obtain pitches and all of the characteristic concepts come out of my mind.”
For the seventh subject of the journal, the crew turned their consideration to the delectable and decadent ice cream sandwich, which has “all the time been one thing we wished to do”, in keeping with Jones.
Led by TCO’s design director Tertia Nash and artwork director Oliver Stafford, the problem attracts on the visible aesthetic of ice cream vans and parlours, that includes a pastel color palette and hand-rendered typographic strategy.
The quilt reveals tremendous producer Benny Blanco, shot within the kitchen of his LA mansion by Matt Adam, as the problem take a deep dive into his relationship with music and meals. “I flew over to LA to spend the morning filming, photographing, interviewing and making ice cream sandwiches with him, earlier than protecting him in $250 value of edible glitter for the duvet shot,” says Jones.
One other characteristic nods to the truth that consuming ice cream sparks the identical pleasure in elements of the mind as having intercourse and listening to good music, asking artistic scientist Katherine Templar Lewis to discover and clarify it intimately.
The difficulty is sponsored by Oatly, however on this case the model was eager to do greater than only a again web page advert. As a substitute, the artistic crew labored with them to idea content material sequence Mind Freeze, earlier than heading off to New Orleans to movie it with Dara Horenblas, who additionally directs Netflix sequence Ugly Scrumptious.
That includes a tricked-out classic ice cream truck, the sequence is hosted by Mason Hereford, founding father of world-renowned sandwich store Turkey and the Wolf. He was given the mission of taking Sandwich on a tour of his hometown and assembly his foodie mates, asking every of them to invent distinctive tender serve sandwiches impressed by town.
As for what’s subsequent for the journal, Jones says “We’re all the time seeking to increase the viewers of Sandwich each by means of the print title, our socials and our occasions. The toughest half is considering of the sandwich we’re going to characteristic. The remainder of it’s a pleasure to make!
Sandwich subject seven is out now; sandwichmagazine.com