Cannes Lions

Novel Cuisine

PHILIPP UND KEUNTJE, Hamburg / BSH - BOSCH HOME APPLIANCES / 2016

Case Film
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Supporting Images
Case Film
Scale Drawing
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Supporting Images
Supporting Images
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Presentation Image
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Overview

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Overview

Description

Cooking is an inspiring, sensual process. But cookbooks provide only technical instructions. They are rather “cooking mathematics”. NEFF's Novel Cuisine is the first audio cookbook edition that makes cookbooks as sensual and inspiring as cooking itself. NEFF's Novel Cuisine tells recipes like a novel. While listening to the story, you can prepare the whole dish. Every step of the preparation is part of the story and all the real ingredients come with the book. The story is just as long as it takes to prepare the dish. With NEFF's Novel Cuisine you literally cook the story.

Execution

In order to create a haptic and sensual brand experience for our design-oriented customers, we had to expand the NEFF Design directory for NEFF's Novel Cuisine: In fact we added the chapter book design and defined the elements such as typography, use of logo, materials, product labels, photography. The target was to design a serial audio cookbook edition with a clear design language that can play with the different recipes, themes and stories of the different volumes. Although NEFF's Novel Cuisine is an innovative technical product including an audio player we chose the craftsmanship of classic bookmaking to produce it: Real paper and a hardcover with linen upholstery fabric give each volume the look and feel of a real book, inspiring both cooking enthusiasts and book lovers. The implementation at the point of sale is also part of the design concept: NEFF's Novel Cuisine is presented in fridges at bookstores.

Outcome

The concept and the design of NEFF's Novel Cuisine changed the genre of cookbooks: Turning recipes into audio novels, it is now possible to combine a literary and a culinary experience. Listening to the novels, customers are able to dive into another place and time while cooking in their own kitchens. With NEFF's Novel Cuisine we contribute to the brand’s mission to inspire people to cook. Further we created a new brand touchpoint that reaches people who don’t know the brand or currently aren‘t interested in buying kitchen appliances (see briefing). The first volume of NEFF's Novel Cuisine “Fatto con amore” was available in selected bookstores in Hamburg and online. The edition was sold out immediately for a price of € 49,90. The bookstores reported pre-orders for the second edition. The next volume “Le chef d’enfer” will be released in November 2016.

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