Cooking the canned puree dry first is a family correction, not a recipe step, and handwriting is the only place corrections like that survive. Nine amounts in sepia down the column, two temperatures noted below them under the double red margin, and a dog-eared corner where the page has been turned to often.
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What this style does
A real school notebook: ruled squares across the page, a double red margin, binder holes, a dog-eared corner, a piece of tape, a grease spot. The title, the headings and the amounts are written by hand.
Schoolbook cream, pale blue rules, red margin, sepia ink. A running hand for the title, a reading serif for the text. The object it imitates is a school notebook written on the kitchen table.
Who it is for
The recipe that already lives on a scrap of paper, grandmothers, kitchens where nothing gets thrown away.
What is in it
1 pie crust, 15 oz pumpkin puree, 12 oz evaporated milk, 3 egg, 3/4 cup brown sugar, 2 tsp cinnamon, 1 tsp ginger, 1/2 tsp nutmeg, salt and pepper.

The cookbook page, the one you follow standing up while you cook.

The magazine spread, the one you leaf through.

The image you look at from across the room before you read it.
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