KEWPIE Mayonnaise turned 100, and KEWPIE Malaysia wanted to mark it with something people would actually use rather than a commemorative piece that gets read once. iCookAsia Digital produced “KEWPIE IT.”, a 116 page recipe eBook holding 50 everyday recipes, written, shot, designed and laid out from scratch.
Project Overview
- Client: KEWPIE Malaysia
- Project: 100th anniversary recipe eBook, “KEWPIE IT.”
- Format: 116 page digital book, 50 recipes
- Scope: recipe development, food styling and photography, copywriting, design and layout, revision rounds and final artwork
- Content: recipe chapters including Quick Fixes, Festive Feasts, Street Bites, Rice Revelry and Fusion Fiesta, plus brand story pages, a product history timeline, and cooking tips through the book
Strategic Objective
- Mark a century of KEWPIE Mayonnaise with something useful in the kitchen, not just celebratory
- Show the product across the full range of Malaysian cooking, from quick weekday fixes to festive dishes
- Give KEWPIE an owned content asset it can keep sharing long after the anniversary
- Make the brand’s own story part of the book without turning it into an advertisement
Execution & Collaboration Strategy
- Fifty recipes, built around one ingredient. Every recipe uses KEWPIE Mayonnaise, but across completely different dishes, so the book doubles as proof of how versatile the product is.
- Organised by how people actually cook. Chapters are grouped by occasion rather than by ingredient, so a reader looking for a quick weekday dish or a festive spread lands in the right place immediately.
- Local dishes, not translated ones. Alongside Japanese style recipes, the book carries nasi lemak sushi, roti john, tuna kerabu, crispy ketupat and pineapple tarts, so Malaysian readers recognise their own table.
- Brand story woven through. A visual timeline traces the product from 1925 through to its Malaysian milestones, with short reasons to love the product and fact panels placed between recipe chapters rather than all at the front.
- Chef’s tips on the page. Recipes carry small technique notes, such as replacing part of the butter with mayonnaise in baking for a more tender crumb, which gives the book a reason to be kept.
- Built through full client review. The book went through a long revision cycle with KEWPIE, from first mock up to final signed off artwork.
From the eBook
What We Delivered
- A 116 page recipe eBook, print and digital ready
- 50 original recipes developed and tested
- Food styling and photography for every recipe
- Full copywriting, design and layout
- Brand history timeline and product story pages
- Final signed off artwork, delivered as a press ready PDF
eBook signed off June 2026.