Designing the rituals of gathering

Created for young adults learning the rituals of gathering, this cookbook goes beyond recipes. Its cohesive art direction builds a story of connection and shared moments.

Person removing a tray of freshly baked cookies from a white oven using yellow checkered oven mitts. Credits: Getty Images

the brief

who

It is an autumn-focused cookbook that combines accessible recipes with narrative storytelling. This book needs to be both a functional guide and something that is meant to live in the kitchen, not just on a shelf.

whom

It targets young adults in North America who are beginning to cook and host, whether for casual dinners with friends, family Sundays, or their first Thanksgiving contribution.

why

Most cookbooks for beginners are either visually generic and instructional, or overly stylized and intimidating. There is a lack of cookbooks that feel warm, accessible, and design-forward while still remaining practical.

Open cookbook showing ingredients and instructions for preparing tomato bisque soup. Credit: May-Lee Abel

Hand holding a basket with apples, mushrooms, and a knife on a forest floor with leaves and pine needles. Credit: Daniel Faro

Woman in striped apron stirring contents in a large metal mixing bowl with a wooden spoon. Credit: Daniel Faro

the spark

This project was not driven by a single visual breakthrough but by maintaining a consistent and intentional art direction throughout. Every material decision, from binding method to paper stock, fabric cover, and photography, was selected to reinforce warmth and tactility.

The section separators feature hand-drawn illustrations paired with quotes to add personality and softness. The illustrations follow the narrative of entering someone’s home for dinner. It begins with a distant view of the house, moves closer to the door, and ends with an empty plate and hopefully a happy stomach. This progression mirrors the emotional journey of gathering and sharing a meal.

A book titled 'A Season to Share' on a chair with sketches of a door and a house with welcoming quotes. Credit: Ilustration May-Lee Abel and Bendito Mockup

Hand turning a page of a cookbook open to a section titled Cooking, Gathering, & Tradition. Credit: May-Lee Abel

Person using a yellow-striped oven mitt to take a tray of chocolate chip cookies out of the oven. Credit: May-Lee Abel

Open cookbook showing autumn landscape photo on left and table of contents on right. Credit: May-Lee Abel

Open cookbook spread showing a picnic board setup and a page titled 'Gathering Around the Table' with introduction text. Credit: May-Lee Abel

Open book showing a house sketch with text 'Warm Welcomes' and a quote about happiness at home. Credit: May-Lee Abel

Open cookbook showing Golden Beet & Burrata Harvest Salad with ingredients and a salad photo. Credit: May-Lee Abel

Partly eaten bowl of orange soup with a spoon and bread on blue and white plates on a woven placemat. Credit: May-Lee Abel

The Detail of Storytelling

The storytelling is embedded not only in the written content but in the structure and pacing of the book. Clear typographic hierarchy ensures recipes remain practical and easy to follow, while generous spacing, warm photography, and intimate details create a sense of calm and approachability.

The website extends this experience digitally, maintaining the same warmth and clarity while adapting the layout system for screen-based interaction. Together, the print and digital platforms create a cohesive ecosystem that supports both usability and emotional connection.

Holiday feast with a roasted turkey, vegetables, pie, rolls, and a person gathering apples in grass. Credit: Daniel Faro

Hand flipping a cookbook page showing a roasted chicken recipe with pumpkins in a field photo. Credit: May-Lee Abel

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