WOK’s newspaper had been circulating periodically for a couple of years, however it only featured one article and a big picture, designed as a poster, behind it. The brief was to revamp the restaurant's newspaper, including more articles and a more user-friendly editorial design. We put together an editorial team to develop a strategy to strengthen the newspaper, making it a more valuable communication resource for the company.
We began by defining the editorial approach the newspaper would have. Noting that WOK has a very powerful voice for its customers in terms of sustainability, we saw the opportunity of using the newspaper as a platform to tell inspiring stories about sustainability in the country. The articles would talk about both the company’s efforts and other initiatives.
In order to increase the number of people reading the newspaper, the articles were concise and clearly divided. There were also very short sections, these were less in depth and faster to read but had interesting content including a recipe and an editorial.
The newspaper was designed using only black and red ink to reduce costs as well as environmental impact. In addition, the whole production was printed in recycled paper.