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BHF & Pippa Middleton

Art Direction, Book Design

All work completed at Aesop Agency.

The British Heart Foundation – the single biggest funder of cardiovascular research in the UK – wanted to create a cookbook in collaboration with one of their ambassadors, Pippa Middleton. As well as all recipes being heart-healthy, 100% of the proceeds would go towards life-saving research.

The brief was to create an educational and delicious book that would appeal to any audience, with or without a heart condition.

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 The book was divided into 5 chapters – from breakfast to date night. Each chapter has it's own mouth-watering title spread, for easy navigation and to add pace, as well as an introduction and contents page. Running throughout the book is a specially selected Pantone, which is a nod to BHF's branding.

The book was divided into 5 chapters – from breakfast to date night. Each chapter has it's own mouth-watering title spread, for easy navigation and to add pace, as well as an introduction and contents page. Running throughout the book is a specially selected Pantone, which is a nod to BHF's branding.

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 Working closely with photographer David Loftus, a rich, mouth-watering feel was created for the photography which reflects the book's ethos: healthy food doesn't need to be lacking in flavour.

Working closely with photographer David Loftus, a rich, mouth-watering feel was created for the photography which reflects the book's ethos: healthy food doesn't need to be lacking in flavour.

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 Peppered throughout the book are double-page spreads with the top 5 rules of eating heart-healthy (e.g. "Less salt. More Flavour."), annotated photography explaining why the recipes are good for you, as well as interviews with people affected by heart disease. This helps to create an information-heavy book that does not feel like an undertaking or intimidate anyone new to healthy-eating.

Peppered throughout the book are double-page spreads with the top 5 rules of eating heart-healthy (e.g. "Less salt. More Flavour."), annotated photography explaining why the recipes are good for you, as well as interviews with people affected by heart disease. This helps to create an information-heavy book that does not feel like an undertaking or intimidate anyone new to healthy-eating.

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