Design 4

Home Made Is Best (Hembakat är Bäst)

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

See more images from this project

Watch the Case Study Video

Here is one of many short videos that accompanied the larger advertising campaign.

Ikea – Art of cooking – Make sushi! from Carl Kleiner

See more of these types of videos


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This entry was posted on 2012 February 14 by in Branding, Design, Food, Graphic Design, Information Design, Photograph, Video.

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Welcome to the Design 4 Blog

This blog is for inspiration and education related to the Parsons Design 4 Information Design and Visualization course taught by Andrew Robinson. The objectives of this class are to help students in the Strategic Design Studies program to learn how to create effective information design as a tool for communication. Beauty in form and function, which communicates ideas effectively, is our goal.
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