Hasta La Ideas

Artist Jake Tilson’s latest book In at the Deep End, Cooking Fish, Venice to Tokyo, is out in September. And he’s promoting it with this rather lovely pack of food-related goodies

Jake Tilson has always been one of the more original voices in graphic design, his playful, multilayered work defying both convention and easy description. In recent years much of his work has centred around food – many readers will no doubt have seen A Tale of 12 Kitchens, his part travelogue, part recipe book.

His new book deals with a lifelong squeamishness about eating fish. To get over it, Tilson sent himself on “a quest to buy, prepare and cook fish and seafood” around the world. As with 12 Kitchens Tilson has created everything in the book himself, including four new food-inspired typefaces which are revealed on a series of cards in the pack.

Also in the book is a magic fortune-telling fish that can advise the user on how to cook their fishy dinner – a moving head means you should steam it, if it curls up entirely, it’s time to fire up the barbecue

Plus there’s a little bottle of beautifully packaged soy sauce

and some rather nice piscine postcards

and a pack of Jake Tilson Trading Cards

all of which, as well as being a very pleasant thing to receive in the post, hint at the incredible invention and level of detail to be found in the finished book which is published by Quadrille in September.