Created by the Swedish design and marketing agency Forsman and Bordenfors, the clean, minimalist design using everyday home food ingredients – eggs, flour, milk, butter, berries, chocolates, nuts and more – communicates all of the ingredients, proportions and resulting baked good in a clear and concise manner. The photographic style is beautifully composed and works well to convey Ikea the Swedish furniture-maker’s strength of accessible design and simplicity.
According to the design agency: “…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.” More
Here is an example of the recipe/ingredients image for some biscuits.
and below are the biscuits
And here are the ingredients for a cake
and the resulting cake
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Watch the Case Study Video
Here is one of many short videos that accompanied the larger advertising campaign.
See more of these types of videos