Zingerman's catalog program

Art direction · Brand storytelling · Illustration · Print · Copy strategy

The challenge

Zingerman's isn't a typical food brand — it's a community of businesses built on deep expertise, strong opinions, and a fanatical commitment to quality. The catalog had to reflect that. Generic promotional design would have been a betrayal of the brand. The audience would have noticed immediately.

The approach

Each catalog was concept-driven from the ground up. Rather than leading with product shots and price points, we led with story — the food itself, where it came from, why it mattered. Every edition had its own visual world: hand-drawn illustration gave each piece a warmth and authenticity that photography alone couldn't carry.

Copy brought different voices into the room. Writers, producers, and subject matter experts contributed in ways that made each catalog feel authored rather than assembled. My role was to hold the creative vision across all of it — concept, illustration direction, layout, and the overall arc of how the piece read from cover to cover.

The result

The catalog program was recognized with a Silver Winner award from Catalog Age and a Graphic Design USA American In-House Design Award. More importantly, it became a consistent vehicle for driving revenue across the Zingerman's family of businesses — including a Candy Company rebrand that contributed to $3.2 million in revenue and a Roadhouse website relaunch tied to $6.6 million.