Carulla Cooking School needed to attract new customers, with a very low budget. Only people that were already cooks were attending Carulla Cooking School, we needed to attract “amateur” cooks.
We found out that even people that don´t know how to cook have a fascination for cooking books, everyone has at least one at home, so the challenge was to design a book with a certain “mistery”. The Slice a recipe cookbook was a big challenge to make. It’s the first book that you have to cut with a knife to open. The book is covered in plastic, and the spaces between pages are perfect so the knife can cut the book without damaging the content. It took us 4 months of preparation and trails to finally nailed it.
We had a double challenge; we didn´t want either the book to be unuseful after opened or the person to take a risk cutting opened. So we had to develop a type of inner channels with very thin guides on the outside, so the knife would slide easily. The size, weight and thickness of the pages were also very important factors to consider so that the book didn´t lose its form after all of the pages were cut. And of course a clean, neat look, to seduce the taget, a book you would love to have on your coffee table.
The design was useful for the new Carulla Cooking school students and a second edition is being produce it due to it´s success.