: : : MEAT-IN MAGAZINE /// 2020 : : :

The guide to meat culture

The briefing
Meat In is a yearly magazine celebrating meat culture, taste, and lifestyle. The fifth edition’s theme: “Howdy Texas” – a culinary road trip through the Lone Star State. The challenge: How do you capture the boldness of Texan BBQ, its cultural depth, and Wild West flair across 200+ pages?

The idea
We didn’t just write about Texas – we lived it.
Our editorial team hit the road: from hidden BBQ joints and smoky whiskey bars to Mexican street flavors and pitmaster wisdom. The mission? Find the best meat in the world.
Back in Germany, we turned our journey into a bold, colorful, and fearless visual story – just like a proper Brisket cut.

The Execution
I developed the full visual concept and layout:
– Tex-Mex-inspired look: bold yellows, deep browns, hand-drawn details
– Typography: a mix of bold display titles and refined editorial style
– Photography: raw BBQ charm, cacti graphics, authentic Texan moods
– Double-page spreads: every feature felt like a stage – from Holy Smoke to La Margarita

The result
The Howdy Texas edition became the most-read and best-selling issue ever:
– Strong reader engagement
– Praise from the food and design scene
– Editorial design full of soul – where storytelling meets typographic flair and meaty wanderlust.

Client: MEAT-IN
Agency: neueformen Köln
Concept & Art Direction: Ahmed Ghandour
Copywriter: Gena Leffers
Photographer: Saira Kuchalaschwili
General Manager: Thomas Tronatzky