Designer food

Has food ever looked so perfectly beautiful? Forsman & Bodenfors’ Ikea baking book makes ingredients into works of art

Has food ever looked so perfectly beautiful? Forsman & Bodenfors’ Ikea baking book makes ingredients into works of art

Hembakat Är Bäst, or Homebaked Is Best, is a 140 page coffee-table baking book promting Ikea’s kitchens.

It presents 30 classic Swedish baking recipes, the ingredients laid out first in minimalist beauty, followed by the baked result.

 

Credits
Client: IKEA, Joel Idén
Agency: Forsman & Bodenfors
Art directors: Staffan Lamm, Christoffer Persson
Copywriters: Fredrik Jansson, Anders Hegerfors
Account director: Susanna Fagring
Account manager: Ewa Edlund
Photographer: Carl Kleiner / Agent Bauer
Retouching: F&B Factory, Henrik Lagerberg
Stylist: Evelina Bratell

More here

  • http://www.twitter.com/sefsar Youssef Sarhan

    There is something about this that isn’t quite appealing. Food is organic, structing it like this conflicts with that feeling and casues an odd sensation. Sure, this is novel, but I’m not sure its better.

  • http://www.cookiecreative.net Graphic Design Manchester

    Looks good enough to eat…

  • http://www.stripeyhorsecreative.com/graphic_design_2.html designer

    I think its really interesting! I do agree with Youssef, it gives the food an almost mechanical feel to it.
    Kind of reminds me of
    http://collectionaday2010.blogspot.com/

  • http://www.laurapakoradesign.co.uk Laura

    I agree that it looks a little weird, but it really appeals to my neat and controlling aspect of my personality. I really like this!

  • Ben

    I agree with Youssef, I find this cold, clinical and very unappealing. A bit like Ikea itself I suppose.

  • http://Behance.net/Letter-A A

    I like it

  • http://www.microsketch.com Michael Goldrei

    I went to this guy’s house for risotto and was still waiting at breakfast.

  • http://simonwhybray.tumblr.com Simon

    Fffffuuuu makes me wanna cook something so bad
    Might good and cook something right now
    Ttly doing this on my kitchen table
    brb

  • http://www.doodleblog.co.uk Simon Palmer

    I agree with the general sense of unease. The first image looks great and seems to have an encoded, diagrammatic structure to the layout. The arrowheads appear to suggest not just *what* goes into the recipe but *when* and *where*. But diminishing returns kicks in pretty quickly and you realise the layouts are just formalist doodles, but strangely irritating ones that you’d like to rearrange…

  • aardvark

    not a sign of those meatballs

    shame

  • http://www.pingsweetie.com Alison Bates

    I’m sure geometric ones came out of my 9 year old’s ‘DIY Egyptian Pyramid’ plaster-cast kit. Yuk!
    Good food doesn’t have straight lines, (or am I wrong?). That’s why the puffy letters on the front cover are more appetising.

  • Moany McMoan

    What’s the point?

  • Jean GROGAN

    The whole point of ingredients is to make you want to magically transform these dry, dull & unappealing components (Flour! Salt! Egg White!) into something creatively hot and delicious.

    Yousseff & Ben, bet you never cook!

    Also really like the gingerbread man with the big y fronts.

    I’ll be buying this.

    JEAN

  • http://www.wearefrostfire.com James Wallace

    It follows Ikea’s basic approach…

  • James

    On seeing the first image i was really excited, I thought it was a great image and interesting, but as you go on the compositions get worse and worse and, from a food point of veiw, they start to look more unappealing. There is no aesthetic quality to them what so ever, especially when you consider how good chefs can make a plate of food look.

  • Moany McMoan

    What’s the point?

  • Sue E

    I thought they made beautiful surface pattern designs. I would wear one on a t-shirt. Or on the side of a mug. You could do flags of the world with them, with each country having symettrical food on their choice of colour…

  • Devilgate

    Ya! We take de food and make it geometric. We turn it into design. Coz design is so much better dan food.

  • http://bluepigdesign.co.uk bluepigcreative

    Nice!

  • Dr Black

    Lots of eggs.

  • http://www.twitter.com/sefsar Youssef Sarhan

    I do cook. I love it. I love great food and there’s nothing better than cooking your own meal from quality whole ingredients. There is nothing natural or wholesome about this. Cooking is mainly a creative experience, these images do not inspire any ideas for the meal.

  • http://www.mogeophotographic.com GEORGE VRANJKOVIC (@GeorgeV69 on Twitter))

    Takes food photography to a whole new level…. beautiful…..

  • http://www.petemoss.co.uk Pete Moss

    All Ikea stuff is shit, except the hotdogs, the promise of which are the only thing that get me through a trip to their awful stores. Instead of a cookbook they should produce a relationship guidance book or better still have a booth about two thirds of the way through the stores with a counsellor to help couples cope with the final third. They are a truly dreadful dreadful entity….. see you there on Saturday.

  • http://www.createursdesdieux.com Legran createur
  • http://www.ilikepretty.com Nichole Nye

    Get over yourselves! It’s COOL! Why do people always have to try and rip an awesomely creative thing apart? I think it’s incredibly stunning 😀

  • migrainiac

    Cool!
    It’s a nice game of forms and color, beautiful in its simplicity.
    I Like it.

  • Simin

    Every thing Swedish is plain and simplified…works for somethings!
    I agree…not delicious looking…good Tshirts though!!! Food has to have passion, feeling and a want to slurp it up!!! The more organic the feel the better it already tastes. PS. I cook a lot!!!

  • anna

    as a swede is fun to see our every-day-baked stuff lied out this way, but i guess its more fun for us, we can figure out what we are looking at because its so typically Swedish, so it could be a in-joke. Having said that, i think artistically its nice to see food in a different way to what we normally do…..

  • http://www.scampfactory.com/ Lee

    I like the idea of showing food as graphic objects and laid out as almost page designs, however if this is meant to entice you into eating or cooking this food, I think it fails.

    The food does not look appealing but has a different spin on displaying basic ingredients, to me its is almost clinical and does not have that appetite appeal.

    Stlll cool though and has provoked a lot of comment, which is always a good thing!

    Lee
    http://www.scampfactory.com/

  • githuku chege

    i kike the creativity of using food for art but more creativity is needed in terms of making the choice and arrangment look more apealing.

  • http://www.gradiate.co.uk James Greenfield

    Some genius comments on here as always, and not genius in a good way. A nice different way of shooting ingredients which catches the eye. Stop being so critical and engage your brains before typing.

  • Michael

    Sure these photos evoke structure (structing??) but it hardly causes an odd sensation. Instantly I relate the organisation to the recipe rather than the finished dish. As far as I’m concerned the layout of the ingredients promises a somewhat perfect outcome. It also demonstrates a level of preparation which is key to any good dish.

    I’ve seen enough tasty pictures in cookbooks to last a life time. Here here to making cooking look fun!

  • Marc Atkinson

    I agree with James. Ok, so it doesn’t look hugely appetising, but has anyone else seen food photographed like this? I’d say it’s a pretty original approach, looks stunning, and works perfectly with Ikea’s design style. I would love a copy, and that’s enough for me.

  • Marc Atkinson

    I agree with James. Ok, so it doesn’t look hugely appetising, but has anyone else seen food photographed like this? I’d say it’s a pretty original approach, looks stunning, and works perfectly with Ikea’s design style. I would love a copy, and that’s enough for me.

  • http://www.bingo.com Bingo

    I don’t eat them either but they are unique designs. I love the cookies one.

  • http://www.partnerssmr.com Alexa

    i like it, it makes me want to touch everything like the long stack of flour! very ‘on-brand’ for Ikea too.

  • Nadieha

    I think some people are missing the point when you love food, love the reaction people get when they taste, this should be seen as inspiration a starting point – you get so much pleasure seeing someone enjoy something you’ve painstakingly put together…

  • http://www.partnerssmr.com Alexa

    i like it, it makes me want to touch everything like the long stack of flour! very ‘on-brand’ for Ikea too.

  • http://www.mattluckhurst.com Matt.

    Love it.
    Looks honest, before appetizing, which is appropriate and refreshing.
    Most pictures of our food are far more elaborate productions than what they have done here.
    It is beautifully considered and does a great job capturing the raw texture of foods we eat, rather than disguising it to fit our notions of what it should look like.

  • http://www.mattluckhurst.com Matt.

    Love it.
    Looks honest, before appetizing, which is appropriate and refreshing.
    Most pictures of our food are far more elaborate productions than what they have done here.
    It is beautifully considered and does a great job capturing the raw texture of foods we eat, rather than disguising it to fit our notions of what it should look like.

  • http://www.lydialeith.com/index.html Lydia Leith

    OCD?

  • Loren

    It’s exactly what you would expect from Ikea – because it’s an Ikea baking book. It deconstructs the components that go into the food, the basic building blocks. It’s genius!

  • http://www.folly.co.uk/ Mei

    It’s really pretty to look at tbh =D
    and I agree it does give a sort of clinical feel to it and doesn’t really give the right connotations for cooking that I normally associate with it; warmth, family, closeness etc.