Viral Hooks
Trending short videosShowcasing creative food zine designs
R

@ryanselvy

Instagram · Split screen

@ryanselvy I went to the Tasting Notes food magazine fair and got to flip through a whole bunch of food inspired zines. They had published works from all different types of folks, but it made me realize the food world is having a bit of a print design renaissance. But it’s not your family cook book. Some publications had been around for decades and others were self-printing their first edition. But everyone was really passionate and excited about their work. Loved seeing all the print specific ideas. The haul of publications: @guzzlemag @toothsome_magazine @chickpea_mag @kitchentablemag @abovethefolddumplings @saveurmag @synonym_mag @cake_zine Loved the event @serviettemagazine ! Thanks for putting it on.

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Performance

Views
80.8K
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7.5K
Comments
42
Engagement
9.3%
Length · 22 Oct 2026
1:01

Video #49421 · Split screen

Showcasing creative food zine designsfrom @ryanselvy

[01]

Overview

The creator provides commentary on the "print design moment" in the food world by showcasing a haul of magazines and zines from a food magazine fair. He flips through each publication, highlighting and analyzing specific design elements like typography, illustration, photography, and various physical production qualities like binding and foil stamping.

[02]

Simple outline

  1. 1Pose surprising question
  2. 2State overarching thesis
  3. 3Showcase rapid-fire examples
  4. 4Escalate to physical qualities
  5. 5Deliver concluding insight

[03]

Related videos

[04]

Classification

Concepts
ShowcaseRapid Fire ListicleBreakdown
Elements
Side-by-Side Visual AidB-Roll CutawayMontage EditingImage Overlay

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Verbal hook

Composition book or steak?

Visual hook

A pair of hands holds a book with a vibrant red and white marbled pattern against a high-contrast gridded background. The pattern creates visual ambiguity, resembling both a composition book and marbled steak, which is resolved with a quick turn to reveal the title.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

The Deceptive Comparison. Presents an object and asks a binary question comparing it to something unexpected, creating immediate curiosity about its true nature.

Payoff

The Thematic Synthesis. The creator moves beyond the individual items to offer a concluding, often emotional or philosophical, reflection on the collective meaning or spirit of the collection, tying everything back to a larger idea like creativity or community.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Curated Showcase

To prove a central thesis by presenting a rapid-fire series of curated examples, each highlighting a specific, excellent quality, and escalating from abstract features to tangible, physical attributes.

  1. 1

    The Thesis Declaration

    The creator states a broad, insightful observation about a trend or 'moment' within a specific niche, establishing the video's purpose and framing the subsequent examples.

  2. 2

    The Context Setter

    Briefly explains the origin of the showcased items (e.g., 'I went to this fair,' 'I bought this collection'), grounding the video in a real-world experience and establishing credibility.

  3. 3

    The Feature-Specific Gauntlet

    A rapid succession of distinct examples, where each item is used to demonstrate a different, specific quality or feature (e.g., typography, color, illustration) that supports the main thesis.

  4. 4

    The Physicality Pivot

    The analysis shifts from abstract or 2D design elements to the tangible, physical characteristics of the objects (e.g., material, texture, binding, special finishes), adding a new dimension to the appreciation.

Themes

  • Creativity
  • Design appreciation
  • Print media
  • Independent publishing

Techniques

  • Split screen
  • B-roll montage
  • Show and tell

Post caption

I went to the Tasting Notes food magazine fair and got to flip through a whole bunch of food inspired zines. They had published works from all different types of folks, but it made me realize the food world is having a bit of a print design renaissance. But it’s not your family cook book. Some publications had been around for decades and others were self-printing their first edition. But everyone was really passionate and excited about their work. Loved seeing all the print specific ideas. The haul of publications: @guzzlemag @toothsome_magazine @chickpea_mag @kitchentablemag @abovethefolddumplings @saveurmag @synonym_mag @cake_zine Loved the event @serviettemagazine ! Thanks for putting it on.

Transcript

Composition book or steak? I think the food worse actually having a print design moment. I went to this food magazine fair and I ended up coming home with a small library. I was drawn to Guzzle's cover because I really liked the logo and I also liked the cover art, but then I really appreciated on the inside how they were never afraid to play with type. Twosome is using colored pages with their whole chest. Chickpea uses handwriting really successfully across their entire publication, but it's really cool when they take the modern recipe design feel and they make it feel like your neighbor brought it over because they scribble in the margins. I mean, the illustration inspiration alone in these things. It felt like every publication, like, employed their own illustration guild across a bunch of different styles too. That said, I did buy Savor just for photography, and I love something about these colored backdrops into some. But overall, I just loved how physical it was across all levels of productions. Tier were a saddle stitch dumpling zines best to spiral bound publications, next to the highest quality hardcover collection of tacos that I'd ever seen with this foil impression on top of it. Vallejo just tapped into this spring of creativity where everyone was welcome and everyone just wanted to try new stuff and get it out into the world.

Showcasing creative food zine designs | Viral Hooks