Roy Choi, LA Son

I had the privilege of designing the cover for Roy Choi’s first book, “L.A. Son”. Choi is considered the Godfather of the food truck movement in Los Angeles. Best known for creating the Kogi Taco Truck and inspiring the Jon Favreau movie Chef, Choi is now a nationally known celebrity chef.

Taking cues from the iconic Colby posters in Los Angeles, the bold hand-pressed type and high gloss colors were intended to drive the design for his book. Seeing bookstores much like a busy street in LA, I wanted to use color as a weapon and quickly catch the viewer’s attention with a vibrant and dominant yellow.