The brief:

A publishing company is about to release a a new cookbook by renowned baker Jeffrey Hammelman on the basics of baking bread. It's meant to appeal to amateur bakers who may be too intimidated to try baking their own bread. This was a student brief and the deadline was one day. 

The solution:

Bread is very traditional and not exactly "cool" - it's often perceived as overly commercial and not exactly healthy. My aim with this cookbook was to preserve the warm and traditional associations people have with bread while making it seem contemporary, uncomplicated and dynamic. I chose a mostly neutral colour scheme to support the notion that homemade bread is simple and approachable, but I added colourful touches and vivid images to reinforce the vibrant nature of the recipes. Typographically, I chose a modern serif font to reinforce the idea of homemade bread being both traditional and trendy.