Book / Layout / Illustration / Art Direction

If you’ve never heard of the Bocuse d’Or you should look it up. Every other year 24 young chefs from 24 qualifying countries travel to Lyon, France to compete and prepare two recipes in 5 hours and 35 minutes precisely, live in front of an enthusiastic audience in the heart of Sihra, a trade show dedicated to foodservice and gastronomy since 1983. Think of it as a cooking contest conducted like a major sporting event.

Rare Method, then based in Calgary, was asked to help design the required book and menu for Canada’s entrant, Chef David Wong, that would accompany him to Lyon.

I was honored to be tasked with the prestigious project. The final hardcover book with exposed red smyth-sewn binding included illustrated and foil stamped endsheets of the two main ingredients—Norwegian cod and Angus beef—and images representing each of the providences of Canada. Canadian photographer James May provided a beautiful library of Chef Wong as he was practicing in Vancouver and the final book and menu set was a triumph—designed to nest together and present as the Canadian flag when opened.

Highlight and challenges: Receiving a letter from the Prime Minister of Canada to include in the book; presenting all content in two languages, English and French, simultaneously.

Creative Direction: Jeff Olsen
Design and Art Direction: Brian McDonough
Writing: Rare Method, Calgary
Photography: James May, Getty Images
Endsheet Illustrations: Si Scott