Pétales et Pâtisseries
Cookbook Launch Campaign
Overview
A campaign to launch Pétales et Pâtisseries ("Petals and Pastries"), a dessert cookbook I designed. It includes animated stories, an Instagram carousel, a bus-shelter poster, and oven mitts and pot holders as promotional items.
The brief
My new dessert cookbook has just come out and is for sale online, and now I want to promote it. I needed stories for Instagram or Facebook, an Instagram carousel and a bus-shelter ad, all with a call to action encouraging people to buy the book, plus a promotional item tied to the book's design.
Research
- Sophie, 32, passionate baker. Spends weekends trying new dessert recipes, loves sharing them with family and friends, and is always looking for easy, original treats.
- Marc, 40, busy dad. Makes fun homemade snacks for his two kids and values simple, foolproof recipes that bring nostalgia and warmth home.
- Emma, 27, thoughtful gift-giver. Bakes for birthdays and special occasions, loves beautifully presented pastries, and wants recipes that impress without being complicated.
Process
01 · Moodboard
Bold graphics and strong type that make the desserts the star, while floral elements keep a touch of delicacy.
02 · Visual identity
Typography: Mr Eaves XL Mod, in Ultra for what needs to stand out, Book and Book Italic for secondary information, and Bold to catch the eye. Visual elements: illustrated pastries, small orange flowers, a blossoming branch and a scattered floral pattern.
| Colour | Hex | CMYK |
|---|---|---|
| Pink | #F5A1C3 | 0, 46, 1, 0 |
| Light blue | #ACDEE6 | 31, 0, 9, 0 |
| Orange | #FDB467 | 0, 34, 67, 0 |
| Green | #D6E499 | 18, 0, 50, 0 |
| Yellow | #F9E56E | 4, 5, 69, 0 |
| Cream | #F5F0ED | 3, 4, 4, 0 |
03 · The campaign
Stories: a seven-second GIF of four alternating scenes, each a different colour and pastry, reading "Homemade desserts, delicious, tasty, simple", then a five-second call to action showing the book. Both at 1080 × 1920 px.
Carousel: three 1080 × 1350 px panels that read as one image, from "A little preview of what's waiting for you..." to "The book is here! Link in bio".
Poster: a bus-shelter ad, designed at reduced A4 scale in CMYK: "Douceurs légères comme des pétales, gourmandes comme une pâtisserie" ("Treats as light as petals, as indulgent as pastry").
Promotional items: one pattern in five colourways, on oven mitts and pot holders.
Deliverables
- Animated story and call-to-action story
- Three-panel Instagram carousel
- Bus-shelter poster
- Oven mitts and pot holders in five colourways
Final work
