Mocha by Jasmin Pulchinski

Double Decker Fuel

Indulge. Enjoy. Love.

Empathy and Intelligence Decorating with Coffee Coffee Around the World Chocolate Chip Mocha Be Expressive with Espresso

January 2018

Double Decker Fuel

Indulge. Enjoy. Love.

Empathy and Intelligence Decorating with Coffee Coffee Around the World Chocolate Chip Mocha Be Expressive with Espresso

February 2018

MOCHA || January 2018

On The Cover 8

Double Decker Fuel

Founder Jasmin Pulchinski Director/Designer Jasmin Pulchinski

Empathy and Intelligence

Content Shakira, Beyonce, Lady Gaga, Cyndi Lauper, Whitney Houston, Alanis Morissette, Cher

12 14 16

Decorating with Coffee Be Expressive with Espresso Chocolate Chip Mocha

Photographs Jennifer Lawrence, Scarlett Johansson, Emma Watson Content Strategist Sherlock Holmes Advertising Jane Hopper General Counsel Your Mama Customer Support A Dog

MOCHA, New York 135 W. 50th Street New York, NY 10020

Coffee Around the World

Sections 3 KNOWLEDGE 12 ART

16 RECIPES 22 GOOD READS 3

MOCHA || January 2018

Spanish coffee is an espresso with sweet and condensed milk.

Mexican coffee is prepared in a clay pot. It also contains some cinnamon and piloncillo.

Argentinean coffee is light and airy. They have a steamed foam, with just a drop of coffee.

MOCHA || January 2018

A e e r ou f f o n C that is served with a slice of lemon that is rubbed on the outside of the cup.

the World

Italian coffee is an espresso

Chinese coffee is a mixture of coffee and sweet milky tea.

MOCHA || January 2018

Spilling the Beans written by Dan Gentle

Coffee is one of the most popular beverages on the planet. But, despite its popularity, most people don’t know very much about what they are drinking every morning. Here are a few sugary lumps of coffee knowledge to sweeten your morning cup!

Very few people know that a coffee plant, if taken care of, can live up to 200 years. When the plant is sprouting, the top of the plant looks like an adorable little seed, which eventually grows into a bushy plant that can live a long time.

Mocha was originally the name of a Yemen port. The city of Mocha was the first port to spread coffee beans to the rest of the world. It’s said the Yemeni beans had a chocolate quality to them, a characteristic that now leads chocolate drinks to be labeled mocha.

You can drink the world’s best coffee for super cheap! Coffee is unique amongst commodities in that even the most expensive bags of coffee are still pretty cheap if you brew them at home. Bill Gates might be able to drink better wine that you, but when it comes to coffee, you can drink the same stuff as the richest people in the world.

Coffee plants require an insane amount of water. People always talk about how water wasteful beef production is, but never about how coffee is. One pound of beef requires 1,800 gallons of water, while one pound of coffee requires 2,500 gallons of water from start to finish.

MOCHA || January 2018

written by Alan Cowell

It was part of the imagery of much earlier times: a red doubledecker bus nudging through London streets shrouded in smog created in part by its own exhaust fumes. Such was the vehicle’s lumbering notoriety that a musical duo popular in the 1950s and ’60s, Flanders and Swann, composed a tongue-in-cheek panegyric to the “London Transport diesel-engined 97-horsepower omnibus.” They called their song “A Transport of Delight.”

‘‘...small amounts of oil produced from the coffee grounds was mixed into the diesel and biofuels...’’ While the worst smogs, or “pea soupers,” have long dispersed, London still chokes on heavy pollution. Seeking to curb toxic diesel fumes, transport officials and companies are hunting for new sources of energy for the buses. The latest idea? Coffee grounds. In a much-hyped debut, a company called Bio-bean, in partnership with the oil giant Royal Dutch Shell, introduced relatively small amounts of oil produced from coffee grounds into the mix of diesel and biofuels mandated by the city authorities. The first batch of 6,000 liters, or about 1,580 gallons, would power one bus for a year, Bio-bean said in a news release. According to official figures in 2015, London’s buses used 240 million liters of diesel fuel a year. Given the tiny proportion of coffee-based oil in the bus fuel, there was no immediate, empirical indication that the noisome whiff of

MOCHA || January 2018

central London’s air would turn into the

years, London and many other European

alluring aroma of, say, a Roman cafe, or

capitals have become alarmed by concen-

even a Starbucks. Coffee-based oil does

trations of harmful nitrogen oxides in the

have a strong smell of coffee, Bio-bean

city’s air. And a backlash against diesel

said, “but once it is processed, distilled,

has grown with the scandal over secret

blended and mixed with mineral diesel,

efforts by several major car-makers,

that odor is removed.”

Volkswagen in particular, to circumvent

Despite their traditional penchant for tea, Londoners drink an average of 2.3 cups of coffee a day, producing about 200,000 tons of used grounds, the news release said. Bio-bean collects that waste from coffee shops and factories and processes the sludge into oil. “It’s a great example of what can be done when we start to re-imagine waste as an untapped source,” Arthur Kay, the company’s founder, said. At present, according to Transport for London, which operates London’s public transportation system, the city authorities want to ensure that increasing numbers of buses are fueled by a blend of diesel and biofuels made of products such as waste cooking oil and tallow from meat processing companies.

‘‘We’ve got a health crisis in London caused directly by the poor-quality air.” Additionally, more than a sixth of the bus fleet is powered by hybrid engines,

‘‘Roughly speaking, more than 9,000 Londoners die prematurely because of the poor-quality air.’’ “We’ve got a health crisis in London caused directly by the poor-quality air,” Mayor Sadiq Khan said in October. “Roughly speaking, more than 9,000 Londoners die prematurely because of the poor-quality air.” His remarks were made as the authorities introduced a charge for people driving into the city center in vehicles powered by engines that do not meet the latest European Union emissions standards, usually older diesel-powered models. The so-called T-charge, meaning Toxicity Charge, is 10 pounds, or roughly $13 a day, in addition to the so-called congestion charge levied on drivers since 2003, which now stands at £11.50 a day, Monday through Friday.

and that proportion is set to grow. The

That has brought the potential costs for

authorities also want to convert the 300

a drive into the city center to £21.50, ap-

single-deck buses to run on electricity or

proaching $30 — far more, in fact, than

hydrogen, which emit no exhaust fumes,

the cost of a latte or a double espresso.

Transport for London said. For years, the British authorities offered lower vehicle taxes to motorists using low-carbon diesel engines. But in recent

emissions controls.

MOCHA || January 2018

Be Expressive with Espresso written by Jasmin Pulchinski

Coffee bean art is something that can not only add a nice focal point in your home, but is the perfect way to both be creative and use up some old beans that arenâ&#x20AC;&#x2122;t so good for coffee anymore! Short breaks in your day to create coffee bean art is a great way of relieving stress. Think of this as a coffee loverâ&#x20AC;&#x2122;s version of the mindfulness coloring books. All you need to get started is a small bag of beans, a canvas or some sort of thick paper that can be framed later, glue (hot glue works best), a pencil, and an image. Lightly trace a desired image or shape onto the canvas or paper. Start gluing the coffee beans on, beginning from the center of the image and working outwards. The closer the beans are to one another, the darker that part of the art will be. Experiment with different variations. Once you reach the edge of the lightly traced lines, start to erase the marks you have made. After the lines are erased, glue down the last beans. Finally, hang up your work on the wall for everyone to admire.

MOCHA || January 2018

Decorating with Coffee written by Jasmin Pulchinski

The coffee bean is one of the most versatile objects in the universe. It is mainly used when it’s ground up and put in a drink, but there are other uses for it. Did you ever wish that you could ever bottle up the smell of a coffee shop and bring it home? Well you’re in luck, because decorating with coffee beans allow you to do just that in your home. The world is turning to fake decorating materials to fill up people’s homes more and more. This causes sickness and a general sense of displeasure among people. That is why choosing natural materials like coffee beans is so important. An added bonus to the coffee beans being a cheap and effective material to decorate with, is what was said before: it smells delicious. Start by choosing a nice bowl to hold something (in this case we chose a candle to be the object in the bowl). Try to have the size of the bowl compliment the size of the object. Next, put the object in the bowl, and grab some of your ungrounded coffee beans. These are going to fit snugly in the bowl around the object to hold the object in place. Put as many coffee beans in there as you’d like. Now you can start decorating everything with coffee beans!

MOCHA || January 2018

Chocolate Chip Mocha Ingredients 3/4 cups cold brewed coffee 1 1/2 cups ice cubes 5 oz Vanilla Greek Yogurt 1/4 cup chocolate chips 4 tbsp chocolate syrup

Are you having trouble getting started in the morning? With this breakfast smoothie, you’ll have a smooth, creamy and totally caffeinated breakfast to take with you as you’re walking out the door to get you started for the day. Creamy vanilla greek yogurt, sweet chocolate chips, and ice combined with bold coffee is combined to make this perfect breakfast smoothie to start your day off right! It’s healthy protein and sweet, sweet, caffeine rolled all into one tasty morning treat. This is seriously the easiest breakfast you’ll make all week! START by pouring your 1 1/2 cups of ice into a blender. Next, add 1/4 cup of chocolate chips. Then throw in the 5 oz of vanilla greek yogurt (which is about one of the small serving cups). Add the 4 tbsp of chocolate syrup and then the 3/4 cup of cool, bold-brewed coffee. Then blend away until it’s smooth! You can pour this big breakfast smoothie into a big glass and add some toppings if you’re feeling as bold as this breakfast is! Adding some whip cream can play with the mocha smoothie and add another creamy texture to it. You can also add some more chocolate syrup to tie everything together. All that’s left to do is add a straw and drink up!

MOCHA || January 2018

Vanilla Chiller Enjoy this in your favorite mug!

Ingredients 1 cup brewed coffee, chilled 2 tbsp french vanilla syrup cream or milk to taste ice cubes

MOCHA || January 2018

Cafe Mocha Enjoy this in your favorite mug!

Ingredients 1/2 scoop protein powder (chocolate) 1 scoop protein powder (vanilla) 6 oz brewed cold coffee 6 oz almond milk 1 cup ice

MOCHA || January 2018

MOCHA Shout Out

Send us your photos on our website to be featured in the magazine!

Nathan Norton Stevens Point, Wisconsin

MOCHA || January 2018

Gayle Jagodzinski Vesper, Wisconsin

Amy Pulchinski Junction City, Wisconsin

Jasmin Pulchinski Junction City, Wisconsin

MOCHA || January 2018

written by Derek Beres

Fitness headlines promise staggering physical results: a firmer butt, ripped abs, bulging biceps. Nutritional breakthroughs are similar click-bait, with attention-grabbing, if often inauthentic—what, really, is a “super food?”—means of achieving better health. Strangely, one topic usually escaping discussion has been shown, time and again, to make us healthier, smarter, and more empathic animals: reading.

“Reading, of course, requires patience, diligence, and determination.” Reading, of course, requires patience, diligence, and determination. Scanning headlines and re-tweeting quips is not going to make much cognitive difference. If anything, such sweet nothings are dangerous, the literary equivalent of sugar addiction. Information gathering in under 140 characters is lazy. The benefits of contemplation through narrative offer another story. The benefits are plenty, which is especially important in a distracted, smartphone age in which one-quarter of American children don’t learn to read. This not only endangers them socially and intellectually, but cognitively handicaps them for life. One 2009 study of 72 children ages eight to ten discovered that reading creates new white matter in the brain, which improves communication.

“Not only does reading increase white matter, it helps information be processed more efficiently.”

MOCHA || January 2018

White matter carries information between regions of grey matter,

integrated some of the lessons about young boys figuring life out

where any information is processed. Not only does reading increase

and display a more nuanced understanding in how you react.

white matter, it helps information be processed more efficiently.

Perhaps you’ll even reconsider trolling someone online regarding

Reading in one language has enormous benefits. Add a foreign

their political opinion, remembering that no matter how crass

language and not only do communication skills improve—you

and inhumane a sentiment appears on screen, an actual human

can talk to more people in wider circles—but the regions of your

is sitting behind the keyboard pecking out their thoughts. I’m

brain involved in spatial navigation and learning new information

not arguing against engaging, but for the love of anything closely

increase in size. Learning a new language also improves your

resembling humanity, argue intelligently.

overall memory.

Because reading does in fact make us more intelligent. Research

In one of the most fascinating aspects of neuroscience, language

shows that reading not only helps with fluid intelligence, but with

affects regions of your brain involving actions you’re reading

reading comprehension and emotional intelligence as well. You

about. For example, when you read “soap” and “lavender,” the

make smarter decisions about yourself and those around you.

parts of your brain implicated in scent are activated. Those regions remain silent when you read “chair.” What if I wrote “leather chair?” Your sensory cortex just fired.

“Hard glutes are one thing. Novel reading is a great way to practice being human.” Continuing from the opening paragraph, let’s discuss squats in your quest for a firmer butt. Picture the biomechanics required for a squat. Your motor cortex has been activated. Athletes have long envisioned their movements—Serena Williams’s serve; Conor McGregor’s kicks; Usain Bolt’s bursts of speed—to achieve better proficiency while actually moving. That’s because their brains are practicing. That is, they’re practicing through visualization techniques. Hard glutes are one thing. Novel reading is a great way to practice being human. Rather than sprints and punches, how about something more primitive and necessary in a society, like empathy? As you dive deeper into Rabbit Angstrom’s follies or Jason Taylor coming of age, you not only feel their pain and joy. You actually experience it. In one respect novels go beyond simulating reality to give readers an experience unavailable off the page: the opportunity to enter fully into other people’s thoughts and feelings.

All of these benefits require actually reading, which leads to the formation of a philosophy rather than the regurgitation of an agenda, so prevalent in reposts and online trolling. Recognizing the intentions of another human also plays a role in constructing an ideology. Novels are especially well-suited for this task. A 2011 study published in the Annual Review of Psychology found overlap in brain regions used to comprehend stories and networks dedicated to interactions with others. Novels consume time and attention. While the benefits are worthwhile, even shorter bursts of prose exhibit profound neurological effects. Poetry elicits strong emotional responses in readers and, as one study shows, listeners. Heart rates, facial expressions, and “movement of their skin and arm hairs” were measured while participants listened to poetry. Forty percent ended up displaying visible goose bumps, as they would while listening to music or watching movies. As for their craniums: Their neurological responses, however, seemed to be unique to poetry: Scans taken during the study showed that listening to the poems activated parts of participants’ brains that, as other studies have shown, are not activated when listening to music or watching films.

“...life would seem a bit less meaningful if we didn’t share stories with one another.”

This has profound implications for how we interact with others. When encountering a 13-year-old boy misbehaving, you most

These responses mostly occurred near the conclusion of a stanza

likely won’t think, “Well, David Mitchell wrote about such a

and especially near the end of the poem. This fits in well with our

situation, and so I should behave like this,” but you might have

inherent need for narrative: in the absence of a conclusion our

MOCHA || January 2018

brain automatically creates one, which, of course, leads to plenty of heartbreak and suffering when our speculations prove to be false. Instead we should turn to more poetry: There is something fundamental to the poetic form that implies, creates, and instills pleasure.

“Reading is like any skill. You have to practice it, regularly and constantly.” Whether an Amiri Baraka verse or a Margaret Atwood trilogy, attention matters. Research at Stanford showed a neurological difference between reading for pleasure and focused reading, as if for a test. Blood flows to different neural areas depending on how reading is conducted. The researchers hope this might offer clues for advancing cognitive training methods. I have vivid memories of my relationship with reading: trying to write my first book (Scary Monster Stories) at age five; creating a mock newspaper after the Bernard Goetz subway shooting when I was nine, my mother scolding me for “thinking about such things”; sitting in the basement of my home in the Jersey suburbs one weekend morning, determined to read the entirety of Charlie and the Chocolate Factory, which I did. Reading is like any skill. You have to practice it, regularly and constantly. While I never finished (or really much started) Scary Monster Stories, I have written nine books and read thousands more along the way. Though it’s hard to tell if reading has made me smarter or a better person, I like to imagine that it has. What I do know is that life would seem a bit less meaningful if we didn’t share stories with one another. While many mediums for transmitting narratives across space and time exist, I’ve found none as pleasurable as cracking open a new book and getting lost in a story. Something profound is always discovered along the way.

MOCHA || January 2018

Chocolate is Perfect for You written by Derek Beres

In recent years, large-scale epidemiological studies have found that people whose diets include dark chocolate have a lower risk of heart disease than those whose diets do not. Other research has shown that chocolate includes flavonols, natural substances that can reduce the risk of disease. But it hasn’t been clear how these flavonols could be affecting the human body, especially the heart. New findings from Virginia Tech and Louisiana State University, however, suggest an odd explanation for chocolate’s goodness: It improves health largely by being indigestible. Researchers at Louisiana State reached this conclusion after simulating the human digestive system in glass vessels. One represented the stomach and the small intestine, with their digestive enzymes, and a second reproduced a large-intestine-like environment, with gut microbes from human volunteers. The scientists then added cocoa powder to the stomach vessel. The “stomach” and “small intestine” broke down and absorbed some of the cocoa. But while many of the flavonols previously identified in chocolate were digested in this way, there was still plenty of undigested cocoa matter. Gut bacteria in the simulated colon then broke that down further into metabolites, small enough to be absorbed into the bloodstream and known to reduce cardiac inflammation. Finally, the last undigested cocoa matter, now mostly fiber, began to ferment, releasing substances that improve cholesterol levels. And there was another health-giving twist to this entire process: The gut microbes that digested the cocoa were desirable probiotics like lactobacillus. Their numbers appeared to increase after the introduction of the cocoa, while less-salutary microbes like staphylococcus declined in number. These findings are broadly consistent with those from Virginia Tech, published in March in The Journal of Agricultural and Food Chemistry. Researchers there began by feeding healthy

MOCHA || January 2018

lab mice a high-fat diet. Some of the mice were also given unsweetened cocoa extract; others were fed various types of flavonols extracted from the cocoa. After 12 weeks, most of the mice had grown fat and unwell, characterized by insulin resistance, high blood sugar and incipient diabetes. A few, however, had not gained weight. These animals had ingested one of the flavonol groups whose chemical structure seems to be too large to be absorbed by the intestine. What the results suggest, says Andrew Neilson, an assistant professor at Virginia Tech and the senior author of the mouse study, is that “there is something going on with cocoa in the colon,” but what that means for chocolate lovers is not clear. Future experiments, he hopes, will tease out why one flavonol group impeded weight gain and the others did not. Do not hold your breath for a cocoa-based diet pill anytime soon, though. Cocoa’s biochemical impacts are “extremely complex,” he says. Sadly, Dr. Neilson also points out that cocoa is not a chocolate bar, something whose added ingredients and processing reduce the number and type of flavonols, increase calories (cocoa itself has very few) and possibly change the response of gut bacteria to the cocoa. “The evidence does not show that you can eat a chocolate bar every day and expect to improve your health,” he says. A few tablespoons of unsweetened cocoa powder sprinkled onto oatmeal or a handful of cocoa nibs — bits of the cacao bean, available at natural-food stores — would be better, he says less than sweetly.

MOCHA || January 2018

Name/Issue .5 inches

Outside Margin .5 inches

Top Margin 1.5 inches

Gutter .25 inches

Style Guide

Page Number .5 inches

Bottom Margin .5 inches

MOCHA || January 2018

Audience The demographic that MOCHA is going after are people who are looking for something that is more sophistocated. They themselves love fashion, love to be put together, and they hate the clutter. They love coffee! Most of all, they want to indulge in the classy culture and feel luxurious.

Mission Statement We inspire and empower our select community of coffee drinkers to indulge, enjoy, and partake in the culture and beverage that they love. This in turn will spur a better, more fulfilling and happy life. We also want to include them to create a sense of community.

MOCHA Logo The MOCHA logo is supposed to be plain and simple. It comes in one of two colors: black or white. The actual logo will be used in a few situations instead of typing the logo out. When it is on the front page of a website, or on the cover the logo will be used. Another instance is in the masthead. When the name of the magazine is used for body text or on the header it will be used in all caps in whatever font is being used. The logo will be the most prominent text in the area that it inhabits.

General Magazine Layout Width x height: 8.375 in. x 10.875 in. Margins: .5 in. all the way around Bleed: .125 in. Columns: 6 per page Gutter: .125 in.

MOCHA || January 2018

Cover Style The cover is the shining star of the magazine. The cover image will be something that works with the logo. That means the background has to be either dark or light so the logo and the tagline will go together. The logo will be the biggest text on the page, and then the cover tagline will be right underneath it. On the left hand side of the cover, there will be the article names that are highlighted in a black or white bar with reversed text. This bar will run the height of the page and will be semi-transparent to allow the photo in the background to come through. The feature article will be separate from this somewhere on the photograph. The text will be contained in a circle. The issue month and year will be in the bottom right hand corner. There will be two covers in this magazine, along with the back cover. The front cover will be the current issue of the magazine. The inside front cover will have the next monthâ&#x20AC;&#x2122;s cover designed just like the front cover. It will take up the whole page. This is to get the subscribers excited about the next monthâ&#x20AC;&#x2122;s magazine and peak their interest. The back cover will thank the viewers for subscribing to the magazine and have the logo on it. It will be simple and elegant, with NO photos.

Peignot, demi. 26 pt. U. This is the logo and will never change.

Cover Tagline

Peignot, light. 26 pt. U/l. This tagline never changes.

Feature Article

Bodoni, bold italic. 33 pt. U/l.

Cover Article Names

Bodoni, bold italic. 23/28 pt. U/l.

Issue Month/year

Peignot, light. 15 pt. U/l.

MOCHA || January 2018

On the Cover and Mastedhead Styles The on the cover and the masthead part of the magazine will take up the other size of the magazine from next monthâ&#x20AC;&#x2122;s cover. The on the cover portion will hold all of the cover articles along with the feature article. There will be photos next to each of these articles along with the page number where the article begins. On the bottom, the four sections of the magazine and their corresponding page number will be there. The four sections are: art, good reads, recipes, and knowledge. This entire portion will take up four columns. The mastedhead will be the same no matter what issue it is in. The entire portion will be on the right hand side of the on the cover and will be two columns plus the margins. The back will be a black bar that will cover the entire area. The logo will be above the names in white. On the left, the job title names will be in white, and they will be right justified. On the right, the names will be in white, and they will be left justified. Both the names and the corresponding job titles will line up. The location of the magazine will be on the bottom and it will be in white with a center justification.

On The Cover

Bodoni, book. 31 pt. U/l.

On the Cover Articles

Bodoni, book. 20/25 pt. U/l.

Page #â&#x20AC;&#x2122;s

Bodoni, book. 20 pt.

Four Sections

Bodoni, book. 20 pt.

Masked Head Job Title Names

Avenir, black oblique. 9/15 pt. U/l.

Masked Head Names/Location

Avenir, black oblique. 9/15 pt. U/l.

MOCHA || January 2018

Feature Article Style The feature article will be about something that is interesting in the world that most people donâ&#x20AC;&#x2122;t know about. It will be four spreads, and contain a minimum of two pictures. This is a special article, so it will be set in different type from the other articles. The title can be played with somewhat typographically.

FA Title

Bodoni, bold condensed. 50 pt. U/l.

FA Body Text

Bodoni, roman. 9/14 pt. U/l.

FA Author

Bodoni, bold condensed. 8 pt.

FA Pull Quote

Bodoni, bold italic. 15/20 pt.

Shout Out Style The shout out is meant to get the readers involved with the magazine. Each month, four new people will be chosen to be featured in the magazine. Their pictures will be displayed in black and white with their face the main part of the picture. The layout will not change from month to month. The text next to the photos will be their name, and then their city/state. As the readership grows changes will have to be made for a country as well.

Title

Bodoni, poster italic. 63 pt. U/l. The text for this never changes.

Shout Out Names

Bodoni, italic. 14/19 pt. U/l.

Shout Out Places

Bodoni, italic. 9/12 pt. U/l. City, State.

MOCHA || January 2018

Other Article Styles All other articles are one spread a piece, and they all fall under different categories: art, good reads, and knowledge. The art category is about how coffee and art mingle. These can by DIY articles. The good reads are just general articles about coffee or chocolate (MOCHA is both). The knowledge is specifically important information to help boost the sophistication of the magazine and provides information on coffee. There might be one or two articles to go with these.

Article Title

Bodoni, bold italic. 50 pt. U/l.

Article Body Text

Bodoni, book. 9/14 pt. U/l.

Recipe Style The first spread of the recipe section is the main recipe. The left hand side is the photograph of the recipe, while the right hand side is the information about ingredients and how to make it. The other spreads have two recipes on them (and contain less text) and they mirror each other. So, the left hand page will have a two column photograph on the left side, the title of the recipe, and the ingredients for it. These recipes should be basic, because no other text besides the ingredients and the title are on it. On the right hand page, the text is on the left, while the photo is on the right.

Recipes Title

Bodoni, bold condensed. 50 pt. U/l.

Ingredients Title

Bodoni, roman. 17 pt. U/l.

Ingredients Body Copy

Bodoni, roman. 14/16 pt. U/l.

First Spread Recipe Body Copy

Bodoni, roman. 10/15 pt. U/l.

MOCHA || January 2018

Website/App Media The website and app for this magazine will follow the same theme of simplicity and sophistication. The web portion will be more for saving and sharing recipes (which is why there will be a login and social media icons), but the feature articles from month to month will be on there as well. To access all of the articles, people must subscribe. The home pages will be free, but that will only contain some information from that monthâ&#x20AC;&#x2122;s issue.

This is what the home screen and the subscription screen will look like for a phone app version. The design is super simple as there is not much room available.

This is what the home screen and the tab screen will look like for the iPad version. The design is simple, but there are some elements of the paper version that are incorporated into the design.

MOCHA || January 2018

Marketing

Try to Remember....

There will be NO ads in this magazine. The revenue is generated through subscription only. This magazine is intended to grow from the United States of America readership to an international one. As this magazine grows there will be a coffee brand that will be available, and that will bring in more revenue.

Try to remember to have fun no matter what you are doing for this magazine. There are strict guidelines, but have fun with the content and with the people that you work with to make the content!

People will know about this magazine through the popularization of it in the mass culture. It will be the goal to have other publications contact us to feature our magazine in theirs in some way/ shape/form. Celebrities will be carefully selected to be given this magazine for the first year. After that, whenever it comes time to renew subscriptions or sales are falling, celebrities will be chosen again. Their photos will be taken to plaster over social media. Social media will be the place where the celebritiesâ&#x20AC;&#x2122; photos are put, as well as where more of the customer/brand interaction will happen. Social media is also where they will be directed to the MOCHA website.

Photography All photos in this magazine MUST be simple. Color is allowed, but it must be muted and subtle. The main focus of the photograph is the coffee or chocolate. Other photos may be taken of books or props to go along with the articles. There will be NO photos of people. The photos will be taken on a white/black background. There might be some instances of using another surface, but it must be as plain as possible. The focus is on the object in the frame not the background. The mugs or containers used must be simple. White or black or clear would be ideal, but again, if the mug or container has a simple pop of color, as long as that isnâ&#x20AC;&#x2122;t the focus of the photo that is okay. The lighting for these photos should be shot in filtered and softened daylight. The photos should be shot from above, from the side, or at a 3/4 view of the object. Choose the best angle to show off the best view of the object in focus. Photographs can have a full bleed (they will cover up the page number and name/date of the magazine) or they must follow the grid structure. They can bleed off of three sides if need be or they must be contained within the grid.

Coffee. Life. Happiness.