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STARTING POINT
For more than half a century, Royal baking powder has been present in the kitchens of Uruguayans, with a very strong historical bond, that every year is strengthened with brand building actions. After working with the brand for eight straight years, and four successful editions of the cookbooks Happy Cooking!, which represented a strong precedent, the format had, in a way, already served its purpose and we had to come up with something new.
CHALLENGE
While researching about the present relation between people and cooking, two opposite trends were identified: on one side, lack of time to cook and, on the other, the growing reappraisal for homemade food. Thus, the project had the challenge of combining both realities.
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SOLUTION
By implementing different ideas in the conceptualization and the visualization, the project developed two books published in two consecutive years. Each book came with twenty recipes for breakfast, lunch, snacks, dinners and desserts that were both healthy and delicious; they gave preference to the use of simple ingredients and preparations following just a few steps. In terms of design, the focus was on photographs, lettering and illustrations, which not only helped to understand the steps of each recipe, but also highlighted the homemade concept and provided the proposal with character and a personal identity.
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THIS COOKBOOK MEANT A SPECIAL CHALLENGE FOR OUR TEAM. AFTER SUCH SUCCESSFUL PAST EXPERIENCES, INNOVATING WITH A NEW IDEA THAT WAS RELATED TO THE SAME TOPIC WASN’T SOMETHING EASY.
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