Mise was developed to position Service Foods as a leading voice in the New Zealand food industry. I led the project end to end, including naming (the name comes from “mise en place”, meaning to prepare or put in place before cooking), logo design, content planning, research, interviews, cover page photography, and visual creative direction. The aim was to create something thoughtful and useful for the hospitality community, with a clear identity and a point of view that tied back to the brand.