Industry Craft > Art Direction
PUBLICIS BRASIL, Sao Paulo / NESTLE / 2021
Awards:
Overview
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Cultural / Context information for the jury
In Brazil, there are 6.5 million people with visual impairments; however, no cookbook is fully developed for them.
Maggi believes that the kitchen is a democratic space, so after two years of research and development we launched the first sensory culinary guide for people with visual impairments: Cooking Blindly.
We brought together the basic principles of cooking with the expertise of the Dorina Nowill Foundation, the largest organization dedicated to the inclusion of people with visual impairments in the country, to give life to an original print and publishing project that explores the kitchen through the senses.
Throughout the 130 pages, the guide brings different stimuli through aromas, textures, and sounds.
Four copies of the guide are available at the Dorina Nowill Foundation's headquarters as an instrument for rehabilitation courses. The next step is to increase production and take other copies of the guide to other institutions in Brazil.
Translation. Provide a full English translation of any text.
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Tell the jury about the art direction.
After two years of research and development, Maggi brings an original print and publishing solution that opens the kitchen and all its sensations for the visually impaired public: Cooking Blindly, the first culinary sensory guide for people with visual impairments.
More than a cookbook. Cooking Blindly is a true culinary experience crafted for each sense.
Throughout the 130 pages, the guide brings different stimuli through aromas, textures, and sounds. A singular project that combines different craft techniques: 15 3D printed recipe dishes; 23 types of pasta and 4 types of protein printed in high relief and with different densities; 23 kitchen utensils printed with embossing finishing; 18 high precision texture of sauces and seafoods; 37 different scents; special pages that allow sanitization; Braille; larger and contrasted typeface for those with low vision, QR Code with audio transcription. In addition, special cooking utensils were developed and coupled as part of it.
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