Client
LIDL POLAND & HUNGARY
Creative concept, art direction, layout
A SERIES OF COOKBOOKS CREATED FOR LIDL POLAND AND LIDL HUNGARY, COMBINING EDITORIAL DESIGN, PHOTOGRAPHY AND ART DIRECTION ACROSS DIFFERENT FOOD AND LIFESTYLE THEMES.
CREDITS / AUTHORS
RECIPES BY: TAMÁS SZÉLL, ZSÓFIA MAUTNER, DARIA ŁADOCHA, KAROL OKRASA, KING PARUZEL, PAWEŁ MAŁECKI, PROF. MIROSŁAW JAROSZ (NUTRITION SUPERVISION)
IN COOPERATION WITH: NATIONAL FOOD AND NUTRITION INSTITUTE (PL)
AWARDS
EFFIE AWARDS HUNGARY 2016 - BRONZE
COOKBOOKS DESIGNED FOR LIDL ACROSS TWO MARKETS - POLAND AND HUNGARY - AS PART OF TWO SEPARATE CREATIVE ENGAGEMENTS WITH THE BRAND.
IN POLAND, THE BOOKS WERE THE EDITORIAL SPINE OF A MULTI-YEAR LIDL CAMPAIGN ON HEALTH AND PUBLIC NUTRITION EDUCATION - BUILT AROUND THE IDEA THAT A RETAIL CHAIN COULD DO MORE THAN SELL GROCERIES: IT COULD TEACH PEOPLE HOW TO EAT BETTER. EACH YEAR, A NEW COOKBOOK WAS RELEASED AS THAT YEAR'S FLAGSHIP, AND EACH YEAR TACKLED A DIFFERENT ANGLE OF HEALTHY LIVING: GENERAL HEALTHY EATING, VEGETABLES AND FRUITS, NUTRITION FOR SENIORS, AND HOME AND EVERYDAY LIFE. THE BOOK WAS OFFERED TO CUSTOMERS AS PART OF LIDL'S LOYALTY PROGRAMME, BUT DESIGNED TO LIVE WELL BEYOND THE PROMOTION: AS AN OBJECT WITH ITS OWN VOICE, ITS OWN STRUCTURE, AND A PLACE ON THE KITCHEN SHELF RATHER THAN IN THE RECYCLING BIN.
IN HUNGARY, THE WORK WAS A SEPARATE, ONE-OFF PROJECT - ÍZEK NYOMÁBAN - PRODUCED AS PART OF A THREE-YEAR CREATIVE COLLABORATION WITH LIDL HUNGARY AND AWARDED BRONZE AT EFFIE HUNGARY 2016.
(ALL RIGHTS RESERVED GPD AGENCY)
Key
Challenges
EACH BOOK HAD TO WORK AS A DISTINCT PUBLICATION WHILE REMAINING RECOGNISABLE AS PART OF THE LIDL SERIES. THE DESIGN NEEDED TO ADAPT TO DIFFERENT SUBJECTS, AUDIENCES AND AUTHORS, WHILE BALANCING EDITORIAL CHARACTER WITH THE ACCESSIBILITY EXPECTED FROM A MASS-MARKET BRAND.
FOR THE HUNGARIAN EDITION, THE CHALLENGE WAS DIFFERENT: BRINGING TOGETHER TWO CHEFS WITH VERY DIFFERENT PERSONALITIES AND LIFESTYLES WITHIN ONE COHERENT BOOK.
EACH PUBLICATION RECEIVED ITS OWN VISUAL LANGUAGE, SHAPED AROUND ITS SUBJECT, AUDIENCE AND EDITORIAL CONTENT. STRONG PHOTOGRAPHY, COLOUR AND EDITORIAL-INSPIRED LAYOUTS WERE USED TO GIVE EACH BOOK A DISTINCT CHARACTER WHILE KEEPING THE DESIGN CLEAR AND ACCESSIBLE.
THE HUNGARIAN EDITION TOOK A MORE NARRATIVE APPROACH, USING THE CONTRASTING WORLDS OF TAMÁS SZÉLL AND ZSÓFIA MAUTNER AS THE FOUNDATION FOR THE VISUAL CONCEPT.
EACH PUBLICATION RECEIVED ITS OWN VISUAL LANGUAGE, SHAPED AROUND ITS SUBJECT, AUDIENCE AND EDITORIAL CONTENT. STRONG PHOTOGRAPHY, COLOUR AND EDITORIAL-INSPIRED LAYOUTS WERE USED TO GIVE EACH BOOK A DISTINCT CHARACTER WHILE KEEPING THE DESIGN CLEAR AND ACCESSIBLE.
THE HUNGARIAN EDITION TOOK A MORE NARRATIVE APPROACH, USING THE CONTRASTING WORLDS OF TAMÁS SZÉLL AND ZSÓFIA MAUTNER AS THE FOUNDATION FOR THE VISUAL CONCEPT.
ÍZEK NYOMÁBAN
Lidl Hungary · 2015 · Effie Bronze 2016
Two chefs, two worlds: Tamás Széll and Zsófia Mautner. Four menus built around their contrasting personalities, lifestyles and approaches to cooking.
EATING HEALTHIER
Lidl Poland
75 recipes built around five approaches to eating — vegetarian, vegan, fit, gluten-free and lactose-free. Recipes by Daria Ładocha and Karol Okrasa, developed with nutritional supervision.
EAT HEALTHIER — VEGETABLES & FRUITS
Lidl Poland
A guide to vegetables and fruits combined with recipes by Daria Ładocha, Karol Okrasa, King Paruzel and Paweł Małecki, each bringing their own style to the book.
EAT HEALTHIER AND LIVE LONGER
Lidl Poland
A cookbook for seniors combining nutritional guidance, a seven-day menu and 20 recipes by Karol Okrasa, developed under the supervision of Prof. Mirosław Jarosz.
HOME
Lidl Poland
A six-chapter cookbook covering home cooking, savings, ecology, gardening, pets and SPA, with 40 seasonal recipes and photography focused on everyday life at home.
ÍZEK NYOMÁBAN
Lidl Hungary · 2015 · Effie Bronze 2016
Two chefs, two worlds: Tamás Széll and Zsófia Mautner. Four menus built around their contrasting personalities, lifestyles and approaches to cooking.
EATING HEALTHIER
Lidl Poland
75 recipes built around five approaches to eating — vegetarian, vegan, fit, gluten-free and lactose-free. Recipes by Daria Ładocha and Karol Okrasa, developed with nutritional supervision.
EAT HEALTHIER — VEGETABLES & FRUITS
Lidl Poland
A guide to vegetables and fruits combined with recipes by Daria Ładocha, Karol Okrasa, King Paruzel and Paweł Małecki, each bringing their own style to the book.
EAT HEALTHIER AND LIVE LONGER
Lidl Poland
A cookbook for seniors combining nutritional guidance, a seven-day menu and 20 recipes by Karol Okrasa, developed under the supervision of Prof. Mirosław Jarosz.
HOME
Lidl Poland
A six-chapter cookbook covering home cooking, savings, ecology, gardening, pets and SPA, with 40 seasonal recipes and photography focused on everyday life at home.
LIDL POLAND
THREE PROMOTIONAL CAMPAIGNS FOR LIDL POLAND, CREATED AROUND A SERIES OF COOKBOOKS AND ADAPTED TO DIFFERENT THEMES AND AUDIENCES.
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