Client: EyeMed
Tasks: Brand Implementation, Print
Although eyes may be their focus, EyeMed Vision Care is concerned about the holistic wellbeing of its members. As part of a wellness campaign, EyeMed released a series of healthy recipes that fuel the body, but also contain specific ingredients that promote vision health. I was tasked with combining these recipes into a cookbook with a striking, feast-for-the-eyes design.
I proposed a spread layout that feels familiar for a cookbook for concept 1. For my two additional concepts, I wanted to explore formats that would stand out from the expected. Because the recipes would also be available online, I explored a recipe card format for concept 2 that could be easily downloaded and printed. Concept 3 pushes the envelope even further. Although this 8.5″ x 11″ art print could also be easily printed on an at-home printer, the hero illustration gives the design a higher-end feel.
A hybrid of concepts 1 and 2 was selected. Moving forward, it was important to the client to follow the EyeMed brand, highlight key ingredients, and explain how they promote eye health. Leveraging icons from EyeMed’s icon library accomplished all. The icons add a playful touch as a cover pattern and as tone-on-tone accents throughout, but also serve a functional purpose. Each key ingredients is annotated with its own icon callout, allowing them to draw more attention and provide more detail about eye health benefits.
The colored bar on each spread helps highlight the key ingredients as well, but also organizes other information important to the recipe. The viewer can flip through each page, and quickly get a sense of serving sizes, time to complete, and other ingredients needed.