Online it’s called a ‘glanceable user interface’, offline, it’s a magazine front cover – but both need to sum up the users’ hopes, dreams, and fantasies in the blink of an eye.

Time Inc briefed Furthr’s Andy Cowles to take their market-leading food title, and develop a new way to increase the potency of its branding.

The answer? A new strapline, ‘Guilt-free Living’, spoke to the true benefit of the title in the widest possible sense.

Compelling coverline promises, great photography, and dramatic, easy to see design decisions allowed the brand to really fulfil its potential.

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Covers shown with permission.

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