Information

Six emerging chefs from around the United States developed recipes inspired by Uniqlo's LifeWear philosophy.

Twenty-four original recipes were created using everyday ingredients and common cooking techniques. A unique blend of fine dining and comfort food, each recipe is easy to prepare at home. Food and style fuse to highlight relationships between the colours and textures.

The concept of combining food and clothing came from Projector inc. and the Uniqlo team. For us it was the challenge how can we turn this concept in a unique, fun and smart digital recipe book.

Solution
Finding the right balance between clothing, food and colours made us look into Uniqlo's existing branding. The squared logo inspired us to divide the screen into many squared image and colour elements as possible. The lifewear philosophy is about the the simplicity in daily life and we tried to implement this in the App with the UX. Each recipe has its own unique visualisation and colourful expression.

The App became Apple's best recipe App of 2013

Credits

Pelle Martin - Creative Director
Jeppe Kruse - UX Director
Sander Kuypers - Designer/Art Director
Koichiro Tanaka - Creative Director
Kevin Li - Art Director
Kwame Taylor - Project Lead