I had the opportunity of leading the creative for Canadian Lentils on multiple re-branding marketing pieces. From a cookbook, recipe cards, digital/print magazine, advertising, and trade show event space. In all the materials, they wanted to modernise their look to resonate with the foodie demographic. To do this, I used their photography as a basis to evolve this new fresh look. Having the main focus established, my goal was to create a clean, modern, engaging brand that enhanced the photography. Clean lines, new modern fonts, and symbols created easy to read recipes that enhanced the photography.
The cookbook was designed first and used as a brand basis. One new font was added to the magazine to give it a softer feel that worked well with the new hand drawn elements.