Hasta La Ideas

Swedish furniture and homeware brand IKEA have released this 140-page cookbook without any words.

Called Homemade is Best, the project was a collaboration between art directors Staffan Lamm and Christoffer Persson, stylist Evelina Bratell photographer Carl Kleiner, copywriter Fredrik Jansson and creative agency Forsman & Bodenfors.

The book contains 30 Swedish recipes for cakes and biscuits.

It is purely graphical with photos of ingredients laid out in a style inspired by Japanese minimalism, followed by photography of the completed cake.

All photographs are by Carl Kleiner.

Here’s some more from IKEA:

IKEA – HOMEMADE IS BEST

We wanted to ensure a connection between IKEA’s kitchen appliances and one of the best things you can do in a kitchen, some great baking.

So the main attraction in the campaign became a 140 page coffee-table baking book presented in a very visually unique and spectacular way.

90% of all the photographs taken in baking books look extremly alike.

We wanted to try something different and present the recipes in a totally new fashion.

We let ourselves be inspired by high fashion and japanese minimalism.

The idea of the book became to tone down the actual cake and put the ingredients in focus.

The recipes are presented as graphic still-life portraits on a warm and colourful stage.

And when you turn the page you see the fantastic result.

The baking book contains 30 classic swedish baking recipes everything from small biscuits to large cakes.

Workgroup:
Client: IKEA, Joel Idén
Agency: Forsman & Bodenfors, Sweden
Art director: Staffan Lamm, Christoffer Persson
Copywriter: Fredrik Jansson, Anders Hegerfors
Account director: Susanna Fagring
Account manager: Ewa Edlund
Retouch: Factory, Henrik Lagerberg
Photographer: Carl Kleiner
Stylist: Evelina Bratell

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