Project Details

Deliveroo UAE tasked us with promoting their commitment to delivery service quality and training, emphasizing the importance of food arriving in perfect condition. Our objective was to highlight the crucial role of "delivery" in the dining experience.

We created The One-Star Cookbook, a satirical compilation of 36 dishes inspired by real one-star reviews of delivery disasters from competitors. This humorous approach showcased how poor delivery can ruin even the finest meals, positioning Deliveroo as the dependable choice that avoids such mishaps.

The book was designed to feel like a high-end cookbook to push the irony of the idea even further. Witty, self-aware copywriting features exaggerated recipe names and descriptions that mimic delivery mishaps, such as "Car-Door-Squeezed Eggs Benedict and English Muffins" or "Bicycle-Ride-Shaken Shaken Shakshuka." Pairing each recipe with images of food in comically compromised states, captures the essence of the one-star reviews. Tip-ins—the smaller colored inner pages—highlight "The One-Star Touch" (the delivery method that ruins the dish) and on the back of each tip-In, we added the actual review that inspired the dish. Every element was meticulously designed to elevate the project's concept.

Credits

Chief Creative Officer: Fadi Yaish
Creative Direction: Ryan Atkinson, Jamie Kennaway, Saymon Medeiros
Design Direction: Ryan Atkinson
Digital Design Direction: Diogo Borges
Editorial Design & Layout: Ryan Atkinson
Copywriting: Jamie Kennaway, Ryan Atkinson
Photographer: Magali Polverino
Design Support: Thomas Larthe, Elsa Antoun
Project Manager: Lama Halimeh
Client: Deliveroo

One-Star Cookbook
Campaign, Editorial Design, Design Thinking, Design Production
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Deliveroo UAE tasked us with promoting their commitment to delivery service quality and training, emphasizing the importance of food arriving in perfect condition. Our objective was to highlight the crucial role of "delivery" in the dining experience.

We created The One-Star Cookbook, a satirical compilation of 36 dishes inspired by real one-star reviews of delivery disasters from competitors. This humorous approach showcased how poor delivery can ruin even the finest meals, positioning Deliveroo as the dependable choice that avoids such mishaps.

The book was designed to feel like a high-end cookbook to push the irony of the idea even further. Witty, self-aware copywriting features exaggerated recipe names and descriptions that mimic delivery mishaps, such as "Car-Door-Squeezed Eggs Benedict and English Muffins" or "Bicycle-Ride-Shaken Shaken Shakshuka." Pairing each recipe with images of food in comically compromised states, captures the essence of the one-star reviews. Tip-ins—the smaller colored inner pages—highlight "The One-Star Touch" (the delivery method that ruins the dish) and on the back of each tip-In, we added the actual review that inspired the dish. Every element was meticulously designed to elevate the project's concept.

Chief Creative Officer

Fadi Yaish

Creative Direction

Ryan Atkinson, Jamie Kennaway, Saymon Medeiros

Design Direction

Ryan Atkinson

Digital Design Direction

Diogo Borges

Editorial Design & Layout

Ryan Atkinson

Copywriting

Jamie Kennaway, Ryan Atkinson

Photography

Magali Polverino

Design Support

Thomas Larthe, Elsa Antoun

Project Manager

Lama Halimeh

Awards/Accolades

D&AD: 4 × Wood Pencil
Art Directors Club NY: 1 × Gold Cube
The One Show: 1 × Silver Pencil, 2 × Merit
Cannes Lions: 1 × Silver lion
Clios: 2 × Gold, 1 × Silver

Website

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