We love this cover.

A celebrity chef cookbook that breaks all the rules.

- For a start it is largely black: Dark covers are never used for cookbooks. Instead we are constantly bombarded with bright whites and primary colours evoking Spring, the outdoors and nature. This late night setting makes us think of secret treats and hidden pleasures. It also suggests something that can be ‘knocked up’ quickly and easily on the spur of the moment (A neat piece of re-positioning for Heston)

- We hardly see any food:  Normally cookbooks go for the raw ingredients, the rural setting or the finished meal — Here we can just make out a few ingredients — the most visible being wrapped in foil (!) which again reinforces the simplicity message. This is food we can make from stuff left in the fridge rather than having to pre-order exotic ingredients it from our nearest Deli.

- Heston’s big face isn’t plastered across the front: Instead he is hidden in the shadows. Although it has to be said the brilliant lighting reveals just enough of his iconic bald head and glasses for him to be recognisable. But even this is done so well and so subtly that actually, we feel rewarded for recognising him.

- There are no straplines or quotes: The overall layout is wonderfully clean and simple.

All in all this is a great piece of work. A very confident move by a publisher gambling against Jamie at Christmas time.

We want to buy a copy just to support them.