Edward’s Menagerie has sold over 100,000 copies and 15 foreign language editions to date.
I worked closely with the author to conceptualise a brand style for the first book which would carry through to subsequent titles in the series.
The natural alpaca yarns used in the original book called for a complimentary neutral design with edgy typography. The author had devised a clever method of basing the projects on a standard body shape, which made the instructions shorter and more accessible for beginners. I echoed this simplicity and clarity in the layouts. I art directed and styled the projects with the author on location at the TOFT studio.
For the Second title, the author had commissioned natural dyed yarns which brought colour to the plumage of the birds. I updated the design to pick up on subtle hints of colour, including a bright yellow spine.