125 Years of Food History Danish Crown Annual Report 2011/12
Danish Crown, Randers
Lorena D.O. Cruzado, Rie Dyrebjerg Davidsen, Birgitta Grouleff
Morten Søholm, Kirsten Sørensen
2012 marked the 125th anniversary of Denmark’s first cooperative slaughterhouse. Danish Crown’s annual report 2011/12 was therefore designed as a review of the past financial year as well as the story of a fascinating period of cultural and industrial history. To celebrate 125 years of food history, Danish Crown loaded the topgallant schooner Maja with bacon and set sail for London during the Olympic Games. The expedition provided a colourful backdrop to the annual report “125 Years of Food History”. The book design is inspired by the cardboard packaging and nylon straps that help ensure the approximately 5,000 tonnes of meat shipped each day by Danish Crown are delivered in prime condition to consumers worldwide. The robust and resilient design of the cover including the packaging is also picked up by the layout. The pages and photographs on a grey background look as if worn off or tanned, thus reflecting the original character and joy of the trade that is documented in the report alongside facts and numbers.
Statement by the jury
»The annual report by Danish Crown is unique in terms of design style. With its particular approach of clouding the illustrations and photo spreads to make them look rough and coarse, it ideally suits its topic, the rich tradition of meat production in Denmark, and gives proof that even typography can be a part of illustration.«