Penguin Books - Jamie’s Great Britain

Celebrity chef Jamie Oliver's latest book 'Jamie's Great Britain' , published by Penguin Books, is the result of a culinary adventure that took place around Great Britain. Wanting to showcase our great British food to the world, Jamie wrote over 130 recipes that span our iconic dishes.

Some of these are his own twist on classics and others have been influenced by our diverse culture, which are soon-to-be British classics. Working with photographer David Loftus, Jamie encapsulated his take on modern Britain through the places he visited, the people he met, and the food he tasted. 

With all the attention that Britain received from hosting the 2012 Olympics, the release of this book in the autumn of 2011 couldn't have been better timed.

Our challenge began with initialising a design that would allow the recipes to shine, whilst sharing stories of the various places, people and food inspiration from around our shores. It was important to create a design that was quintessentially British - using a classic British typeface, inspired by iconic typographic British posters, helped to achieve this. Throughout each chapter we also designed 'food crowns' to adorn the recipe titles. Used sparingly throughout, each chapter has its own related food crown, adding a sovereign touch to favoured recipes. We even designed special one-off 'Kate & Wills' crowns, inspired by the headpieces they wore on their wedding day, for the recipe that Jamie dedicated to them. We became quite involved in helping to name some of the recipes, taking inspiration from regional dialects and phrases; and also used experimental typography to create a British 'conversational' page.

Many studio hours were spent looking through over 12,500 of David's beautiful photographs, to select the best images to represent Jamie's gastronomic Britain. All 408 pages have been lovingly crafted to reflect a real sense of home comfort food, with intermittent stories educating the reader about how different cultures have introduced new flavours and staple meals to our national dishes. Working alongside the great team at Penguin Books, we created not only a cookbook, but also a digestible, historical guide to delicious Britain. 

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