This is a really smart piece of rebranding that instantly bestows contemporary classic status on what was a rather disparate range of books. It positions Nigella Lawson alongside high-end chefs such as Nigel Slater for the “amateur expert” foodie market – home cooks for whom the usual celebrity cookbooks are a turn-off.
The use of direct quotes on the back cover instantly give the reader a sense of the personal style that makes these books so different and shows off Lawson’s skill as a writer, while the understated but witty graphics and lovely finishes, as well as the new series name – The Nigella Collection – encourage display both at retail and in the kitchen.
These are books as decoration as well as for practical use; books you want to show off about owning. It’s a brave move, but one that has paid off beautifully.