AROUND THE ROUNDTABLE

Send Chinatown Love
EDITORIAL
April 2021

This cookbook was created to celebrate Send Chinatown Love's 1 Year Anniversary in raising money and awareness for NYC Chinatown during the COVID pandemic.

I was tasked with leading design efforts on the project, and collaborated with copywriters, photographers, and other team players to bring this e-book to life.

First spread

The theme of this cookbook is centered around the Roundtable, or the Lazy Susan, an iconic staple of Asian food culture. It also alludes to a “roundtable” discussion; within the book we interview the community (SCL's merchants).

The Lazy Susan is important in Asian cultural context because it's also a metaphor for a larger picture of how love and family dynamics operate - we all share from the same plates and dishes, and we work together to make sure everyone is fed and nourished. Similarly, Send Chinatown Love has been working hard to make sure our greater community (Chinatown) keeps its doors open, and in turn is able to continue thriving in a post-pandemic world.

Table of Contents

The creative direction of this book is an homage to Chinatown graphics. The dark red (SCL red), green and yellow are primarily inspired by Chinatown menus, posters, and ads. The brush script and "shouts" are also inspired by Chinatown visual ephemera.

GRAND TEA & IMPORTS
LAZY SUNDAES
HAIR SALONS IN CHINATOWN
46 MOTT
JUNZI KITCHEN
SUN'S ORGANIC GARDEN
WING HING
WING HING
MORE WAYS TO SEND CHINATOWN LOVE


This e-book was designed for Send Chinatown Love's 1 Year Anniversary.

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