[SYD14]

2014 Sydney Design Awards

Butterflies and All Things Sweet [DRAFT]

Website

Winner 

Project Overview

Elton John has a copy and OPRAH claimed to want to “lick every page” of Butterflies and All Things Sweet: The Story of Ms B’s Cakes.
This is Ikon’s Kate Dennis was creative director on this high profile coffee table book by Bonnae Gokson, a Hong Kong-based, world-renowned lifestyle guru, entrepreneur and restaurateur.
The book was launched in September, 2013 at JOYCE Hong Kong, Shanghai and Beijing, followed by Manila and the Philippines. The New York launch in October 2013 was hosted by Ralph Lauren at his Madison Avenue store. Butterflies and All Things Sweet recently won in the Photography/Art category at the Paris Book Festival 2014.

Project Commissioner

Bonnae Gokson

Project Creator

This Is Ikon

Project Brief

The ‘Ms B.’ in the book’s title refers to Bonnae Gokson, internationally renowned tastemaker and style icon and founder of a burgeoning restaurant empire, including SEVVA restaurant, and the delectable Ms B's Cakery in Hong Kong.
Creating Butterflies and All Things Sweet was not about producing a cookbook, rather a sensational visual feast portraying the ingredients and inspiration behind Ms B. Cakery’s edible works of art through Kate Dennis’ art direction and lush photography by Petrina Tinslay and A. Chester Ong plus select contributing photographers.

Project Innovation/Need

Gilt-edge pages and the laser-cut butterfly wing pattern added to the luxurious qualities of the book. The deluxe edition of Butterflies and All Things Sweet: The Story of Ms B’s Cakes was housed in a customised perspex box, as though capturing something beautiful and ephemeral, like a butterfly – or cake!

Design Challenge

As art director of the book, Kate Dennis' key challenges were to successfully bring together a diverse array of ideas and content and create a flow through the book without using the traditional format of chapters. It was essential that the photography, compiled from location and studio shoots locally and internationally, be seamlessly integrated with inspirational supplied images, such as backstage couture, art, evocative travel shots and macro butterfly shots.

Effectiveness

Butterflies and All Things Sweet has enjoyed global sales success and is scheduled for a reprint in 2015. Copies are owned I had signed copies by numerous celebrities including owners of some of the best hotel chains of the world.
The book was extremely well received by critics worldwide, including this review from Oprah Winfrey’s O magazine: “I saw Butterflies and All Things Sweet by Bonnae Gokson, and I’m ready to lick every page. These cakes are lacy, glossy, wild, whimsical, inspiring, spectacular…”




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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