With cooking people don't like experimenting with new things and breaking their routines so a D&AD winner created this design. Ikea wanted to create something that they could use at an in-store event to show how easy cooking actually is and encourage people of all ages to do more in the kitchen.
The concept is a 'fill in the blank' parchment paper and packaging design where the person follows the 'well-known' Ikea's simple instructions to create something fresh and tasty.
I think this is a really clever way of getting people to experiment with food and cook from fresh using herbs and spices. Eating junk food is a big problem all round the world, and this is encouraging people to cook from fresh to produce lovely tasting food.
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