Rizzoli
The Art Of The Cheese Plate
Rizzoli ask: design a narrative-driven, elevated, & unconventional aesthetic for New York–based chef-fromager and writerTia Keenan's debut book.
Role
Art Director
Agency
RCD
OVERVIEW
Renowned photographer Noah Fecks approached my business partner and myself to art direct + style this book (our first) because he did not want a typical approach. He was not disappointed – nor was Rizzoli when this tome became a 2016 best-seller and went into reprint faster than any book they published prior.
CONCEPT
When Rizzoli approached Tia Keenan, a New York–based chef-fromager & writer, she expressed wanting to pair the world's greatest cheeses with unexpected flavors + textures to present a composed cheese plate as fun, modern, and accessible. We leaned into the unexpected as well as 'The Art' in the title & source unique pieces that told a story. The set was all laughs as the characters we created for each shot came to life!
APPROACH
We leveraged our vendor relationships from years of styling to procure beautiful + compelling pieces from large retailers as well as smaller more bespoke purveyors. The result was a chic yet funky aesthetic which inspired would be cheesemongers & designers alike. Partners like Anthropologie & CB2 purchased so many copies of the book featuring their wares that it led to the fastest reprint in Rizzoli's history.
This incredible experience was definitely one for the record books – cheesy I know...
