Spotlight
The Thrive Market Cookbook : Healthy Living Made Easy
In 2020, Thrive Market launched its first cookbook, Healthy Living Made Easy, with 60+ delicious meals that can be cooked in 30 minutes or less. All the recipes, created by the team and Thrive's trusted partners – including Mark Hyman, Amanda Chantal Bacon and Melissa Urban – including dietary icons that are personalized to our members' diet and lifestyle.
I drove the creative direction and strategy with the help of Brains on Fire, a distruptive and talented Los Angeles agency. Our goal:
Bring Thrive Market’s brand to life with irresistible recipes, sourcing stories and product highlights to drive engagement and community.
Food Photography by Teri Lyn Fisher. Food styling by Marian Cooper Cairns. Environmental Photography by Elisha Knight.
Photography Art Direction
The 170 page cookbook featured rich imagery unique to the Thrive Market brand. The images ranged from Southern California sunsets to farmers who source from around the globe. I art directed the week long shoot with renowned food photographer Teri Lyn Fisher and food stylist Marian Cooper Cairns.
Almost every recipe intentionally had an accompanied image and the warm, dappled lighting was an ode to the brand’s California roots. Thrive is an inclusive and expressive brand, therefore it was important that the imagery felt aspirational, lived in, but accessible. Props and textures were thoughtfully chosen, such as colorful cement counters, natural fabrics and linens, unique mixed metals and handmade ceramics.
The iconography is used both in the cookbook and across Thrive Market’s site as a way to personalize products for each members diet and lifestyle.
Each recipe features a QR code that goes to an onsite shopping list when members can add all of the items directly to their cart.