• Context

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Foodspring is a Berlin-based company manufacturing fitness food and sports nutrition. They launched a campaign called Shake and Play which provides an e-recipe book. Consumers can find a link on Foodspring's website or QR code from the product package to download it.

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• Challenge

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The project goal was not only introducing recipes using Foodspring's product but also encouraging consumers to make a protein shake following the recipe and then share photos of the shake on social media, Instagram.  

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The layout of the e-book has to be considered about localisation since it was going to be released in 4 different languages.

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• Solution

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I led visual direction for the e-recipe book design. I emphasised the colourful and cheering aspect of the brand aesthetic to appeal to the young target who would be more friendly with social media. 

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I gave the highest priority to the imagery part to inspire consumers to make and also share it. The image of the recipe is in a square shape that represents Instagram content.

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In order to effectively show the categorised recipe based on purpose, I added 3 bold dividers taking the whole space of one page with the zoomed-in images alongside with background colour divider.

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To design a localisation-friendly template, I used simple and flexible rules: split the recipe into two parts — information about the menu and recipe. The position of ingredient, cooking order, and the tip part wasn't fixed but they are listed using the fixed padding size.