Self-Help Book with Baking

We were instructed to create a Self-help book that would help people with their lives and not to get confused with a Step by Step book that shows you and doesn't help you. I chose to do a baking self-help book, baking for people in your lives. Therefore getting closer to people, through the process of baking. We had to create 5 double pages spreads, cover, back and contents page. For my DPS i chose the following deserts:

1. Relationship cake - Coffee Souffle *coffee is an aphrodisiac and will get you going for that all nighter. Red is the colour of passion. 
2. Friendship cake - Vanilla Cupcakes *vanilla calms you down and makes you feel comfortable. This is exactly what friends do. Sprinkling the cup cakes can be done with friends as a bonding activity. Yellow is the colour of friendship.
3. Forgiveness cake - Chocolate Mousse Layer Cake *chocolate makes you feel better, therefore can forgive easier. Blue is the colour of sadness. 
4. Party Shots - Frangelico Mousse shots *Nuts make you energetic for the late night out and the alcohol helps you with confidence to go for the kill. Orange is the colour of energy. 
5. Hang Over Cure - Bloody Mary Shot *Tomatoes are very acidic and help your stomach readjust over the alcohol had taken over. Grey is the colour of gloomy.

My first attempt was to create hand drawn illustrations of the feelings you get from each cake. For relationships I drew the images of passion, kissing, holding hands and flowers.

    
I put these scans in photoshop and cut through the blank spaces, so that the ingredients needed to make the dessert for that double page spread, would show through the images. This was rejected as it looked to Chinese. 

I then started from scratch and overlapped the images above and overlay them in photoshop, to get an effect, which seems as the images are appearing through one another. This was rejected too. I was then directed to a photography based baking book, which seemed like a much more fun idea. After constructing each heading out of food and neatening each grain in photoshop, this quickly changed my mind up about fun.


Cover Page

Contents Page

Final DPS1


Coffee Souffle was written in coffee grinds. There are two forks on the plate to represent a couple in a relationship. The South African ingredients are peeping under the plate, to show you which ingredients are required for his dessert and it makes it have more of a South African feel. I wrote the ingredients in brown, to tie in with the coffee, this also makes them stand out more. The red circle is the chef's tip, which explains why coffee is used. 

Final DPS2


Vanilla cupcakes was written in sprinkles. There is a cupcake holder to show what the cupcakes stand on. Each DPS has a different plate for a different theme. I wrote the ingredients in pink to tie in with the cupcakes icing. The chef's tip was written in yellow = friendship.

Final DPS3


Chocolate Mousse Cake was written in cocoa powder. The plate was circular to tie in with the circular cake. The ingredient s were written in brown, to tie in with the chocolate cake. The chef's tip was the colour of blue, for sadness, as it is a forgiveness cake.

Final DPS4


Frangelico Shots was written in Chocolate sauce, this is used to make a Frangelico. The plate was a bar tray, as people will be out in the clubs after drinking this dessert. The writing was written in orange, to tie in with the garnish on the Frangelico shot. The chef's tip was written in orange = energy for the late, insane party ahead.

Final DPS5


Bloody Mary was written in tomatoe sauce, the main ingredient for a Bloody Mary is Allgold tomatoe juice. This cures any hangover. The plate is a toilet seat as that's where one would drink this dessert when feeling terrible and hung over. The writing was written in red to tie in with the Bloody Mary and the Chef's tip was the colour grey, has it is a morrbid colour.

Back Page

Campaign for Cape Union Mart

This brief we had to go in partners by picking out a hat. Rilee Palmer picked my name, which was awesome :) We could chose between three different brands to make a campaign for:

1. Cape Union Mart
2. Wellness Center
3. Musica 

 What was asked on the brief, it that we have at least two print ads, one ambient and one alternative. Therefore your concept had to work for a whole different range of advertising. We chose to do Cape Union Mart. The concept we decided on was by using fairy-tales to show that Cape Union Mart had what you need, therefore our message was 'We have what you need'. There was also the feel that Cape Union Mart can help make your dreams come true. How we incorporated the fairy-tales to Cape Union Mart was by giving the story a happy ending by not using obvious products that the brand offers.

Print Advert 1

The first print ad used the fairy-tale of "The Three Little Pigs". The image was of the three pigs sitting inside the Cape Union Mart tent and the wolf howling in the background, looking discontent. Therefore the wolf could not blow down the tent as it was too strong for him, this was the happy ending.

Print Advert 2

The fairy-tale used for the second print advert was of the story, "The Old Lady Who Lived in the Shoe". As the lady has many children living with her, one can imagine how bad the shoe must of smelt. Therefore Cape Union Mart gave her shoe freshener to give her a happy ending. 

The illustration style used for both the print adverts was a romantic cartoon look, therefore targeted at adults.

Ambient Advert

The area we placed our ambient was in the Cape Quarter, the section outside on the top floor where all the restaurants are. The Tin Man from "The Yellow Brick Road" was placed in this area. The catch was that he was wearing a raincoat, to make his happy ending that he would never rust. Therefore Cape Union Mart "has what you need". We took a photo of a man wearing a raincoat and photoshopped the Tin Man inside.

Alternative Advert

The fairy-tale that we used for the alternative advert was 'Thumbelina". We placed Thumbelina on the floor of a shopping mall because that is where there are a lot of people walking very frequently. We stuck caution tape around Thumbelina on the floor, so that people could walk in this space but were cautious when doing so. There was a magnifine glass placed on a stand, looking at Thumbelina. Therefore people would not step on her and she would have a happy ending. Cape Union Mart has what you need.