The pastry book "Pâtisserie, chocolat, etc." was a long and very complete work we achieved in 2020 for Didier Smeets Chocolatier
It took months of preparation, planning, schematization, contacts, shots, writing, testing, layout and proofreading before this 92-page baby could be put to print.
Didier Smeets' desire was to create an illustrated pastry book that allows everyone to make simple, intermediate or difficult recipes without asking questions about a particular technique. If the content is simple and reassuring, the design is minimalist and sophisticated.
We called on the services of photographer Benoît Franchimont to take pictures of the pastries on crockery. We gave him a very pop 70s moodboard with imposing drop shadows.
Among the recipes: those of Didier, of course, but also the recipes of prestigious pastry chefs such as Raphaël Giot, David Laurent or Antoine Lecire. Even more, we invited the workers of the Didier Smeets team to present their favorite recipe.
We have also integrated mini-articles presenting the region, the chocolate factory, Didier and his background.
Once the project was completed, we entrusted the printing to our local printer, Jean-Marc Brisbois and his company Imprim Group for a square book with a hardcover cover. The result is efficient, beautiful in the hand and versatile.
Didier Smeets' desire was to create an illustrated pastry book that allows everyone to make simple, intermediate or difficult recipes without asking questions about a particular technique. If the content is simple and reassuring, the design is minimalist and sophisticated.
We called on the services of photographer Benoît Franchimont to take pictures of the pastries on crockery. We gave him a very pop 70s moodboard with imposing drop shadows.
Among the recipes: those of Didier, of course, but also the recipes of prestigious pastry chefs such as Raphaël Giot, David Laurent or Antoine Lecire. Even more, we invited the workers of the Didier Smeets team to present their favorite recipe.
We have also integrated mini-articles presenting the region, the chocolate factory, Didier and his background.
Once the project was completed, we entrusted the printing to our local printer, Jean-Marc Brisbois and his company Imprim Group for a square book with a hardcover cover. The result is efficient, beautiful in the hand and versatile.
SCOPE
- Identity
- Collaterals
- Strategy
- Direction
- Editorial design
- Photography
- Copywriting
The result was unexpected : the very first 1200 books were sold in 2 weeks only.
Once again, the local television came to interview Didier about our new book. The images were recorded at Imprim Group offices in Visé, Liège.
The book was the subject of an article in the famous and iconic pastry chef magazine: "Le jounral du pâtissier", distributed from Paris and New York. This publication in the Holy Grail of pastry craftsmen is a source of great pride for Didier Smeets and his team.
Identity, design & strategy : Christophe Lonneux, Luna Faienza, Nomade
Direction : Christophe Lonneux, Nomade
Copywriting : Didier Smeets, Gauthier Pierre, Didier Smeets Chocolatier, Christophe Lonneux, Nomade
Studio photography : Benoît Franchimont, La Station
Other photography : Christophe Lonneux, Nomade
Prints : Jean-Marc Brisbois, Imprim Group
