Caramelized was an app for passionate home cooks, which integrated beautifully designed Smart Cookbooks and recipes into one plattform. Intelligent tools like shopping lists and timers worked across all books. I had the pleasure of designing Caramelized's appearance at the Frankfurt Book Fair. As a newcomer in the market, Caramelized's goal was to establish themselves amongst publishers by showing innovation, quality and breadths – and to create awareness amongst consumers, grab passerby's' attention and to make people 'testdrive' the app.

I designed the booth featuring a twelve meter wide photo-printed back wall showing the entire Caramelized Collection with charming detail – and at the same time explained the app's features. The same design concept was applied to the brochures which also functioned as catalogues. iPads mounted onto a large wooden counter invited visitors to test the app. Authors came by and had photos taken in front of their cookbooks featured on the Caramelized wall – which served as content for a little Facebook campaign.