A person points to a page in a small, open notebook. They stand before a table cluttered with zines, booklets and colourful prints.

Words

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Date

2 July 2018

Tags

It's Nice That stages a Supermarket Sweep game show, but with illustrators

Words: Lucy Bourton
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Date: 2 July 2018
Tags: Media Partnership
ELCAF 2018
Features
Illustration
Zine
Ceramics

Are you ready to go shopping? Well we are, or rather we were, at the East London Comics and Arts Festival last weekend. It’s Nice That loves an illustration fair like moths love a flame, but for those who weren’t able to make it, don’t worry, we’ve got a rundown of all the brilliant business that filled Hackney’s Round Chapel.

In order to give you a proper peek into who was there, what they were selling and the bargains and swaps to be had, we decided to stage a Supermarket Sweep. For those who aren’t familiar with Supermarket Sweep, it was a televised game show where contestants were given rules of certain products to buy which led to duos dashing through aisles with their trolleys. There were also inflatables.

To embody Dale Winton and stage a game show at an illustration fair we formed two teams, boys vs girls, made up of illustrators Brie Moreno and Stephanie Unger against Evan M. Cohen and Alex Norris. Each team was given the sum of £25 to pop in their back pocket and pick up the best bits and bobs stallholders had to offer. But, in true Supermarket Sweep style, there were also rules. Firstly, each team had to pick up an item that could be physically worn (a pin badge, a hat or t-shirt for instance), then they had to swap one of their own creations with another illustrator and buy an item that could be read.

Pretty easy rules, or were they? This is how they got on…

Two people sit side by side on stone steps, both wearing glasses and baseball caps. The person on the left wears a black T-shirt with a white illustration and holds a small white booklet.

Two people pose on stone steps in front of a Gothic-style building. One person sits wearing a black T-shirt and olive trousers, while the other stands beside them in a pink lace top and black jeans.

Round One: Brie Moreno and Stephanie Unger

It’s Nice That: How did you begin? Did you have a strategy?

Stephanie Unger: The way I shop, I browse and browse and browse, and it would have taken too long. I went up to you, didn’t I Brie, and said “shall we go all the way around, take photos of all the ones that we like, and then come back and round,” and you were like — unless we see something like immediately? I realised, okay that’s off the table.

Brie Moreno: I am usually quite indecisive! But I feel like, when it comes to visual things, I know right away whether I like it or not. But I think that it’s also so good to be the way you were because it allows you to see more things, and to take your time.

SU: Yeah! I like to take it all in and then calculate!

Two people smile as they look through a colourful magazine together. One person wears a black graphic T-shirt and striped trousers, holding the open pages for both to see.

A person smiles at the camera from behind a table of colourful art prints and zines. In the background, other people browse a crowded exhibition space.

A person in a navy Adidas tracksuit stands behind a table covered in a blue cloth. They hold a small, red-and-white zig-zag patterned box, surrounded by zines, notebooks and a yellow banana.

INT: What were things that you bought?

SU: Brie found this by Mike Sali Redmond and Faye Coral Johnson and at first was like I’ll just buy it for myself — I really liked it as well.

BM: It’s just really zine-y. The way they’ve drawn it is amazing, it’s very specific and the faces are really appealing and the dogs thighs are quite muscley. They’re a couple from Manchester and they draw quite like, everyday animals that you see, but they do it…

SU: In the strangest way. That’s something that I really admire in an artist, when they draw things that are just not in the way you’d automatically think to draw and you’re like, how do they have the brain to just draw it in that way!

A display of colourful illustrations and zines is arranged on a white wire rack. The works feature abstract shapes and a large, black robot figure against a bright orange background.

A person with dark curly hair is seen from behind, facing another person who smiles back at them. The second person stands behind a display of colourful illustrations and prints.

A person holds a pink magazine titled “Karaoke Magazine” and a five pound note. The cover features a stylised illustration of figures in black and white clothing.

A collection of colourful stickers and prints scattered across a light blue surface. The stickers include green frogs, red characters with moustaches, and stylised figures, alongside a small white sign that reads “STICKERS 50p!”.

INT: Did you buy any other books?

SU: We bought this one by Charlotte Mei too, it’s a Karaoke Zine she recently put out.

BM: We were talking about karaoke with her and I asked what’s your go to song and she was like, it’s all in this book! They’re all her karaoke songs! So nice.

SU: It’s so good. We were at her table like, we’ve got to get something from you.

BM: Then we got this from Otto Press, he said it was for charity but I was just really intrigued by all the comics inside because they’re by lots of different people, from around the world. There’s a translation too, but the comics just captured what I am trying to do in my own work but can’t quite get to! I need to know more about this comic, I’m just really happy with it.

INT: What were your trades then?

BM: I traded some of my work with Breakdown Press for a pin badge of my own actually.

SU: And the other pin badge trade is by Dominic Kesterton, I love it. Then I traded a postcard of mine with Ed Cheverton. I was really nervous about trading but was like, Ed will be nice!

INT: What’s your favourite thing you bought?

SU: For me, it’s got to be the Charlotte Mei book.

BM: I’m really drawn to this book by Mike Sali Redmond and Faye Coral Johnson, especially as I’d never heard of them before.

A person holds open a handmade book. On the left page, an illustration shows a figure surrounded by red roses; the right page contains handwritten lyrics under the title “Kiss From a Rose”.

A person holds a small, colourful illustration of a figure in a white suit standing on a green platform. The artwork is surrounded by a decorative border and rests atop a stack of papers and a red-and-white striped cloth.

A person holds open a small zine featuring a black and white illustration. Two figures are depicted in a surreal scene, with one person carrying a large sack and flowers growing from their head.

A collection of zines and prints are scattered across a textured stone surface. A pink magazine cover reads “Karaoke Magazine” and “Charlotte Mei”, featuring an illustration of a person singing. Beside it is a black and white publication titled “Frog on Frog”.

Round Two: Evan Cohen and Alex Norris

It’s Nice That: What was your strategy?

Evan Cohen: To go for small things, all very hand held, and we went for a theme of animals.

Alex Norris: We wanted to look around at most things beforehand and then we could be spontaneous after knowing what was there.

Evan Cohen: Then, at the end it was time to pull the trigger. We needed to get things, but it’s so overwhelming.

INT: You took your time then?

AN: We didn’t want to buy straight away because there were so many good things on the first few tables. If we bought everything we liked, we would have spent everything and then just missed out the rest.

EC: It’s so tough because everyone is nice and you want to buy something from everybody.

AN: But we had a theme, which meant we could dismiss people without feeling mean. It’s just about the theme!

Three people stand in a gallery or studio, looking at artwork on a white wall. One person wears a colourful cap, glasses and a patterned shirt, while another wears a striped T-shirt and a dark backpack.

Two people stand behind a table filled with small illustrations, stickers and handmade bunny figures. A person in the foreground reaches toward a white bunny drawing priced at “£6”.

A person with long hair and a black dress smiles while shaking hands with another person. They stand behind a table displaying various art prints, zines and magnets.

Several long strips of white paper are laid across a dark surface. Each strip is filled with a sequence of small, hand-drawn black ink illustrations and handwritten notes.

Why did you decide on the theme of animals?

AN: There’s lots of good animals!

EC: I think it was the first pins that we got, the boo bees, it’s two bees who are dressed as ghosts, so they’re boo bees.

AN: I love a multi-layered pun.

INT: What did you swap?

EC: We swapped pins for pins.

AN: I swapped a slug for the boo bees.

EC: I had a little flower that I swapped with Ed Cheverton. I love his birds, they’re so fun.

AN: Then we got loads of stickers, and as much free stuff as we could get.

A person in a colourful patterned cap looks over a table of art prints and zines. Another person leans over the display, which includes a red booklet with the words “CINEMA” repeated in white.

A person with a beard and moustache wears a blue and green plaid shirt over a dark T-shirt. They hold a white sign that reads “POSTERODS £1”. Behind them, a wall is covered in various artworks and a label that reads “32 ED CHEVERTON TERRY BLEU”.

A person in a black T-shirt and tan trousers holds a fan of banknotes behind their back. They stand beside another person in a light green T-shirt.

A close-up of a wire display rack filled with colourful illustrated postcards and zines. Two people reach in to browse the art, which includes a drawing of an orange robot. A white sign reads “Postcards £1 each”.

INT: What did you buy?

EC: We have so many things! This is a receipt, covered in dogs, for 50p!

AN: And this is a book by Millertown, made up of Stanley Miller and his dad Henry Miller, Stanley made this book when he was 11, a few years ago now. It’s just this really good joyful zine with lots of snakes. They’re both here, they always come to conventions together.

EC: We also covered the dog spectrum…

AN: This is quite a big purchase. We thought animals, and then a zine, so we got this from Charlene Man and it’s just loads of good dogs. They’re under subheadings in the zine like hairy dogs, big dogs… yeah they’re just loads of good dogs. It’s a really important book I feel. Then we got two ceramics.

EC: This little ceramic rest for your chopstick is one.

AN: Then, at the end we had £4.50 to send and we were going back through our memories and the thing that jumped out was this snake!

EC: It’s the same artist as the receipt! So smart. I love it. Her business cards are great too.

AN: Then we had 50p left so I drew a little face on it.

Two people sit on stone steps outside a building, holding small artworks. One person wears a patterned shirt and holds a card that reads “DOG STOP ME”. The other wears a black T-shirt and glasses, holding a small illustration of a yellow character.

A person with a beard and glasses holds open a small sketchbook. Inside are two simple line drawings of fluffy dogs.

INT: What do you think is the best bargain you got?

EC: I mean, ceramics, just in knowing how long it takes makes it special.

AN: Yeah, I reckon both the ceramics were £4-5 which is amazing. Just beautiful objects.

INT: Do you have a favourite thing each?

EC: I do love that dog book.

AN: Yeah, and I’m just a massive fan of Stanley Miller but I love this snake. They’re both so wormy!

EC: Also this book by Millertown is so touching. To remember when I was 11, to be able to do this and come to the festivals and stuff, I love it.

A collection of small artworks, stickers and prints are scattered across a grey stone floor. The items include a card reading “DOG STOP ME NOW”, a “TYPICAL WORM” illustration and various colourful abstract shapes.

Further Info

www.elcaf.co.uk

About the Author

Lucy Bourton

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Lucy (she/her) was part of the It’s Nice That team from 2016–2025, first joining as a staff writer after graduating from Chelsea College of Art with a degree in Graphic Design Communication, eventually becoming a senior editor on our editorial team, and most recently at Insights, a research-driven department with It’s Nice That.