It’s just so refreshing to see a cookery title that is a covetable design object in itself.

By challenging convention, with a simple graphic and a non-glossy finish, Fish immediately stands out in a crowded market.

This stunning cover has turned it from the functional to the desirable — a coffee-table cook book that everyone will want to display as well as use.

Phaidon’s design pedigree is serving it incredibly well in the cookery section. More conventional publishers would do well to learn some lessons from this.