Lekker Fred – Dog and Pony Amsterdam

These are the ingredients

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Book design
Carrera Culinair

Background

Rapper and fashion designer Freddy Tratlehner, also known as Vjeze Fur, is a member of the notorious avantgarde hip hop formation De Jeugd van Tegenwoordig. When Freddy isn’t performing on stage, he performs his magic in the kitchen. His instagram video’s #lekkerfred proved to be an instant hit. All signs indicated that a cookbook was needed.

Rapper and fashion designer Freddy Tratlehner, also known as Vjeze Fur, is a member of the notorious avantgarde hip hop formation De Jeugd van Tegenwoordig. When Freddy isn’t performing on stage, he performs his magic in the kitchen. His instagram video’s #lekkerfred proved to be an instant hit. All signs indicated that a cookbook was needed.

Rapper and fashion designer Freddy Tratlehner, also known as Vjeze Fur, is a member of the notorious avantgarde hip hop formation De Jeugd van Tegenwoordig. When Freddy isn’t performing on stage, he performs his magic in the kitchen. His instagram video’s #lekkerfred proved to be an instant hit. All signs indicated that a cookbook was needed.

Objective

The concept of the cookbook is as strong as it is simple: a collection of Freddy’s best recipes, with no specific order or classification, with nothing but tastiness in common. Freddy’s wife and photographer Elsa Jo made staggering images as the main ingredient for the book. Publisher Carrera Culinair asked us to develop the design of cover and insides.

Approach

It was not a hard decision to let the striking photography do the talking. Minimalism was the way to go from the start. We made a fresh, clean typographic design for the inside grid. Combining a serif font for technical information with a sans serif for titles, headers and introduction texts, we made classic yet modern grid design.

cd

Result

The 192 page cookbook is printed on semi matte paper and the cover is enriched with gold foil to give the book it’s well-deserved elegancy. After the launch in the Amsterdam Museum Van Loon, where many of the inside’s images were taken, the book experienced reprint after reprint after reprint.

Freddy Tratlehner - Lekker Fred
Hardcover
192 pages
full colour
ISBN 9789048847891