Creating an annual report for a food producing company in the form of a cooking book seems like an obvious idea, especially when the company’s brand promise is “It’s all about food”.
The major challenge was to develop a coherent concept that could create a synthesis of cooking and the actual annual report content. One of the keywords in the design process was “Bistro” – which evokes authenticity, honesty and an unpolished celebration of the ingredients and the cooking process.
These words are used in everyday communication within the company. This “Bistro-dogma” was applied to every aspect of the design i.e. choice of paper, photo style, illustrations, colour grading and the overall editorial choices.