Salt & Lavender: Everyday Essentials

Natasha Bull came to Weller Smith Design with a load of questions about how to get her blog and beautiful photography into printed form. She wanted the book for Salt & Lavender, her popular cooking website aimed at busy people, to be a physical resource that readers could reach for time and time again, while also providing her business an additional revenue stream.

Fulfilling reader requests can cook up a new revenue stream

Weller Smith Design went to work creating a clean, modern aesthetic for the pages of Salt & Lavender: Everyday Essentials, with bold typography for the recipe titles and san serif fonts in the running text. Recurring elements such as headings and note blocks bring in lavender touches—references to the blog’s name—and delightfully patterned end pages offer a taste of whimsy. Each spread allows Natasha’s stunning food photography to shine, while chapter openers showcase her photos from nature. Readers will find author notes with each recipe, as well as QR codes that link readers back to the Salt & Lavender website, where they can ask questions, access details including nutrition information, and even leave a rating for each recipe.

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The Requirements

Design a book reflecting Natasha’s aesthetic
Showcase Natasha’s photography, and find a way to include her floral work
Author to maintain full editorial oversight; limited editorial support
Author to maintain full copyright
Research which printer and warehouses might work best for them and their audience
Minimize costs to maximize ROI
Include QR codes to maintain reader connection with the blog