Description:

Inside Scoop is a publication that explores and documents the visual and material culture of Kiwi fish and chip shops, a beloved part of Aotearoa's culinary and social landscape. These establishments are not only home to the country's favourite takeaways, but also hold deep-rooted memories and significance within communities, embodying a blend of tradition, design, and nostalgia. Inside Scoop aims to preserve and celebrate the heritage and everyday experiences associated with fish and chip shops, and recognize their role in shaping Aotearoa's cultural identity. Readers are taken on a journey through aspects of these Kiwi Landmarks from the vernacular lettering and signage, to the colour palette and menu options.

The goal was to create a visually engaging book that acts as a love letter to these Kiwi landmarks. By delving into the history, aesthetics, and culinary elements of fish and chip shops, the book serves as a conversation starter for New Zealanders, enabling them to connect over shared experiences. This comprehensive exploration invites readers to reconnect with their memories and experiences, fostering a sense of connection and appreciation for this cherished aspect of Aotearoa's culture.

The project's strategy is centred on crafting a relatable and conversational narrative. It draws on personal anecdotes and insights to make the subject accessible and engaging. To begin, we delve into the history of fish and chip shops before a deep dive into the visual and material culture of these establishments, including vernacular lettering, window displays, menu designs, colour schemes and artistic elements associated with these shops.

Of course, no exploration of fish and chip shops would be complete without a thorough examination of the dish itself. We look into the details of the fish, chips, the blend of cuisines, and the condiments that together create this iconic Kiwiana dish. To wrap up, readers gain an insider's perspective on owning a fish and chip shop and share reviews from myself, friends, and family on different shops across the country.

Inside Scoop creates an immersive and nostalgic experience through its humorous style of copy, relatability, and detailed visual documentation. The juxtaposition of high art with everyday experiences like enjoying fish and chips underscores the book’s playful approach to exploring cultural heritage. By infusing humour and unexpected elements into the exploration of fish and chip shops, Inside Scoop invites readers to see these familiar settings in a new light.

The design and format echo the enduring qualities of the shops themselves, aiming for durability and longevity in sharing these stories with future generations. From the choice of paper stock resembling traditional newspaper wrapping to the coptic stitching for a handmade feel, every aspect of the book's design contributes to its theme. The captivating features and unique elements are evident in the book's structure, which invites readers to unfold the cover like a meal. The book begins with an evocative photograph of fish and chips, reminiscent of opening a delicious package and concludes with a depiction of a finished meal, offering a nod to the culinary subject matter.