COOKING BLINDLY

CLIENT: MAGGI

In Brazil, there are 6.5 million people with visual impairments; however,
all cookbooks are aiming visually able people. There aren’t any fully developed
for their need. Well, until now. Maggi believes that the kitchen must be
a democratic place, which is why it launches the first sensory culinary guide
for the visually impaired: The Cooking Blindly.

Developed in partnership with the Dorina Foundation, the largest organization
dedicated to the inclusion of visually impaired people in the country,
each detail of the guide explores the kitchen in a different sense. It is a tool
that serves as an incentive for people with visual impartments to gain
more autonomy and cook for themselves and others.

.

Cannes Lions Bronze • Industry Craft/Art Direction
Shortlist • Design and Direct

Clube de Criação Brasil
Bronze • Branded Content
In Book • Design and Direct

After two years of research and development,
we were able to bring together the basic principles
of cooking in a book that fully explores
the kitchen through the senses.

Throughout the 130 pages, the guide brings
different stimuli with aromas, textures, and sounds.
A trully immersive experience.

role: creative, concept & art director

credits:
art direction: Lucas Zulian / José Pedro Bortolini
copywiring: Daniel Rocha / Samuel Normando
creative direction: Gustavo Victorino

LUCAS ZULIAN

CREATIVE ART DIRECTOR

WHO?