An Untapped Market
There's been countless other cooking magazines before, but none of them have catered to the cooking haters like Scorched does. No more "5 minute recipes" that start with cutting onions and buying a blender. Scorched has one motto. GTFI, GTFO
Demographic & Psychographic
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Men
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18-30
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People who absolutely, without a doubt, HATE cooking
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The most they're willing to do in the kitchen is use a toaster, a microwave, or cut a carrot if they're feeling adventurous
The Design
Scorched aims to strike the balance between messy and readable. With an intense grunge aesthetic, each spread toes that line.
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Social Activation
Scorched as a brand doesn't take itself very seriously. For social activation, posts would follow the popular meme format already present on many websites. Posts would be colour coordinated to align with the art direction of the most recent issue.
OOH
Continuing with that tongue-in-cheek style of marketing, the OOH advertisements would follow a similar format to the social activation, if not in a more 'traditional' way.
Merch
Not everyone wants to be a walking advertisement, so some merch would have the logo front and centre while others would be more subdued.
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And of course, merch for a cooking magazine only makes sense to include kitchen appliances.
Full comprehensive presentation
Full magazine with reduced resolution for speed