2018 Winners & Shortlists

RECIPES FOR PERFECTION

Client/BrandEMIRATES FLIGHT CATERING
Product/ServiceCATERING AND HOSPITALITY
EntrantRAPP MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Type of EntryCommunication Design
CategoryBooks
Idea Creation RAPP MIDDLE EAST Dubai, UNITED ARAB EMIRATES

The Campaign

The concept behind the book is ‘Recipes for perfection’. We visualised each recipe as a perfect product of engineering, assembled with precision. This idea permeates every page, from the carefully selected ingredients, exactly measured down to the milligram, to the painstakingly placed spot varnishing and laminate treatments.

Creative Execution

The inspiration behind ‘Recipes for perfection’ was the design language of precision engineering: • A laser etched aluminium cover, inspired by engineering manuals found in the aircraft industry. • The styling in the food photography is designed to blend precision with sensory pleasure. Each ingredient is displayed in a way that perfectly balances colour and texture. • All the dishes are displayed on a grid, with handwritten notes from the chef responsible, reflecting the idea of a blueprint as a working document in an engineering workshop. • All measurements are given to the milligram and millilitre, reflecting the obsession with precision within the business. • Meticulous spot varnishing, foiling and laminates symbolise the attention to detail shown by the chefs in the preparation of their dishes

Indication of how successful the outcome was in the market

A limited edition of 300 cookbooks was distributed to VIPs and business partners in February 2018. No metrics are available, but the chefs who contributed were effusive in their praise: Chef Hugh Styles “It was great to see the precision and passion of all the company coming together to deliver this world class cookbook.” Chef Prasad Sadvilkar “The fact that the ingredients were also going to be shot along with the food picture made the concept very interesting for me as a Chef, as I believe the ingredients are the real stars of any dish.” Chef Guarav “What was most special about this project was the precision and detailing for each recipe and effort given to give to showcase that in pictures and words. What I love about this cookbook is the theme and focus on ‘Perfection.”

Emirates Flight Catering launched a new brand, ‘Appetite for perfection’, in 2017. However, perceptions of the core business – in-flight meals – are often negative. As the cookbook is distributed to senior management within the company, government stakeholders and business partners, we wanted to put a powerful expression of the new brand in their hands.

Credits

Name Company Position
Tristan Fitzgerald Rapp Middle East Executive Creative Director
Diksha Dua Rapp Middle East President
Ivan Rios Rapp Middle East Associate Creative Director
Megan Makyiwei Rapp Middle East Art Director
Brubex Castelino Rapp Middle East Art Director
Nicolas Garcia Rapp Middle East Copywriter
Marwan Remman Rapp Middle East Group Account Director
Caitlin Krueger Rapp Middle East Account Executive
Drina Cabral Freelance Photographer
Noura Wahba Freelance Food Stylist
Zeina Al Masri Rapp Middle East Account Director