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.


  • Company

    William Joseph Communications

  • Client

    Canadian Lentils

  • Project Date

    October 2015

  • Location

    Calgary, Canada

  • Assets Created

    Cookbook
    Digital Magazine - templated every quarter
    Event EDMs
    Print Advertising
    Recipe Cards
    Website banners
    Trade Show Booth Design

  • Category

    Branding
    Print Design
    Publication Design
    Digital Design
    Brand Roll-out

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