Well Done

Food company Podravka's new annual report has to be baked before it can be read.
Designed by Croatian creative agency Bruketa & Zinick, its blank pages printed with thermo-reactive ink reveal text and images after being cooked for 25 minutes.

In the words of the designers:
" Well done created by Bruketa & Zinic is the new annual report for Podravka, the biggest food company in South-East Europe. It consists of two parts:
a big book containing numbers and a report of an independent auditor
a small booklet that is inserted inside the big one that contains the very heart of Podravka as a brand: great Podravka’s recipes.
To be able to cook like Podravka you need to be a precise cook. That is why the small Podravka booklet is printed in invisible, thermo-reactive ink. To be able to reveal Podravka’s secrets you need to cover the small booklet in aluminium foil and bake it at 100 degrees Celsius for 25 minutes.
If you are not precise, the booklet will burn, just as any overcooked meal. If you have successfully baked your sample of the annual report, the empty pages will become filled with text, and the illustrations with empty plates filled with food."





Dezeen Magazine says Bruketa & Zinic have designed seven annual reports for Podravka, which have won numerous awards worldwide.