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When eggersmann USA wanted a client gift that reflected the craftsmanship and hospitality behind its luxury kitchens, the company didn't create another brochure. It created a custom cookbook that continues to strengthen client relationships long after the showroom visit.
When eggersmann USA wanted a client gift that reflected the craftsmanship and hospitality behind its luxury kitchens, the company didn't create another brochure. It created a custom cookbook that continues to strengthen client relationships long after the showroom visit.
Why This Case Study Matters
Why This Case Study Matters
Custom cookbooks aren't just for restaurants.
Luxury home builders, interior designers, wineries, specialty food brands, and family-owned businesses are discovering that a professionally published cookbook can become one of the most meaningful ways to share their story, strengthen client relationships, and extend their brand experience.
This case study shows how eggersmann USA accomplished exactly that.
Project Overview
Project Overview
Client: eggersmann USA
Industry: Luxury cabinetry and whole-home design
Project: Custom branded cookbook celebrating the company's designers, kitchens, and lifestyle
Services Provided: Strategy • Interviews • Recipe Collection • Writing • Editing • Book Design • Print Production • Custom Printing Coordination
Client Feedback
Client Feedback
"I am so grateful we connected. This cookbook has become such a special part of our lives, with every page reflecting the heart and passion our teams put into it. Your time, effort, and creativity made it all possible, bringing our vision to life in ways beyond what we could have imagined."
— Dana McManus, eggersmann USA
About eggersmann USA
About eggersmann USA
eggersmann USA brings luxury German cabinetry and whole-home design solutions to clients across North America. Founded in 2009 by Michael and Sandra Soltoff, the company introduced the historic German cabinetry brand to the United States and now serves clients through seven showrooms and additional dealer locations.
The parent company, eggersmann Germany, is the oldest family-owned cabinetry manufacturer in Germany. With more than 100 years of experience and five generations of craftsmanship behind the brand, eggersmann is known for bespoke cabinetry, precision engineering, minimalist modern design, and innovative solutions for contemporary living.
For this project, we partnered with Dana McManus and the eggersmann USA team, along with designer Megan Giles, to create a cookbook that celebrated the company's designers, showcased their kitchens, and reflected the experience of gathering around the table.
The Challenge
The Challenge
Luxury kitchens are about more than cabinetry and appliances. They are about the lives people imagine living there.
The eggersmann USA team wanted to create something that reflected that philosophy—something clients would enjoy long after their kitchens had been installed.
Their goals included:
Extending client relationships beyond the design and installation process.
Showcasing the creativity and expertise of their designers.
Highlighting the beauty and versatility of their kitchens through food and entertaining.
Communicating the company's values of craftsmanship, hospitality, and thoughtful living.
Creating something clients would keep, use, and share instead of another promotional brochure.
The vision was to create an experience that reflected the same craftsmanship and intentionality found in every eggersmann kitchen.
The Goals
The Goals
From the beginning, the vision was never simply to create a cookbook.
The goal was to create a branded experience that reflected the same level of craftsmanship and intentionality that clients experience when designing an eggersmann USA kitchen.
Success meant creating a cookbook that would:
✔ Reflect the luxury brand experience
✔ Celebrate the design team
✔ Inspire gathering around the table
✔ Strengthen long-term client relationships
✔ Become a keepsake clients would actually use
✔ Support showroom conversations with prospective clients
Our Role
Our Role
Every custom cookbook project is different, but our role is to guide each client from the earliest strategy conversations through the final printed book.
Our responsibilities included:
➡ Interviewing the client team to understand the goals and vision for the project.
➡ Interviewing designers from 8 locations to capture their stories.
➡ Collecting recipes from each showroom and curating a cohesive culinary experience.
➡ Writing and editing content throughout the book.
➡ Designing the cookbook from cover to cover.
➡ Creating print-ready production files.
➡ Coordinating directly with the printer to oversee a custom print run.
The Process
Creating a custom cookbook for a luxury brand is both a creative and logistical undertaking. For eggersmann USA, the project unfolded in six phases.
1. Content Collection & Interviews
The project began with conversations.
Elaine interviewed leadership and designers from 8 locations across the US as well as Germany to understand the company's vision and uncover the stories that would shape the book.
2. Recipe Collection & Testing
Recipes were gathered from across the organization and refined by the eggersmann team to ensure consistency, usability, and a cohesive culinary experience.
3. Photography
Photo shoots took place at multiple locations to capture both the kitchens and the lifestyle they represent. The imagery became an essential storytelling element, showcasing how beautifully designed spaces foster gathering and connection.
4. Story Development
The recipes, interviews, and photography were woven together into a cohesive narrative that celebrated design, hospitality, and the experiences that happen around the table.
5. Design & Layout
The cookbook was designed to reflect the elevated aesthetic of the eggersmann brand, balancing beautiful imagery with practical usability.
6. Production & Printing
Once the content and design were finalized, we created print-ready files and worked directly with the printer to oversee a custom print run that met the expectations of a luxury brand.
While every project is unique, most Cookbook Creative projects follow a similar collaborative process.
The Outcome
The finished cookbook became much more than a branded piece—it became an extension of the eggersmann experience.
Today, eggersmann USA continues to distribute the cookbook as a client gift and uses it as a meaningful expression of the brand's philosophy and approach to home design.
The book serves as:
➡ A memorable gift that extends the client relationship beyond the completion of a project.
➡ A storytelling tool that showcases the talent and creativity of the design team.
➡ A conversation piece that introduces prospective clients to the lifestyle and values behind the brand.
➡ A lasting keepsake that clients return to long after their kitchens have been installed.
Unlike traditional marketing materials, the cookbook has enduring value. It lives on coffee tables and kitchen counters, is shared with family and friends, and continues to reinforce the connection between beautifully designed spaces and the experiences that happen within them.
Key Takeaway
A custom cookbook can be far more than a collection of recipes. When thoughtfully created, it becomes a relationship-building tool, a storytelling vehicle, and an extension of the brand itself.
Related Resources
If you're considering a custom cookbook for your own business, you may also find these resources helpful:
Listen to Elaine's interview with eggersmann's Dana McManus on the Postcards from the Kitchen Podcast.
The Money Talk
7 Questions to Ask Before Creating a Custom Cookbook
Every custom cookbook begins with a conversation.
Every custom cookbook begins with a conversation.
Whether you're preserving a family legacy, strengthening customer relationships, or creating a memorable client gift, we'd love to help you explore the possibilities.
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