Alex Williams Nutrition
Nottinghamshire
Overview
When Alex approached me to design a cover for their non-diet notebook, I was immediately drawn to the project’s purpose. The notebook was designed to support a healthy relationship with food, free from restriction and guilt, and to promote a message of body positivity and balance.
This project was more than just a cover design — it was about communicating empowerment, inclusivity, and self-acceptance through visual storytelling.
The Challenge
Alex wanted to move away from imagery and messaging commonly associated with diet culture. The design needed to feel joyful and liberating while representing food as a source of nourishment and pleasure rather than control.
The challenge was to create a visual identity that felt celebratory and inclusive, appealing to a wide audience while staying true to the non-diet ethos.
The new designs needed to:
Visually represent the non-diet and body-positive philosophy
Avoid any connection to diet culture or restriction
Celebrate food diversity and balance through illustration
Create a calm, joyful, and welcoming aesthetic
Encourage self-compassion and intuitive eating practices
Strategy and Creative Direction
The design direction centred on warmth, abundance, and joy, using simple line illustrations and organic compositions to evoke comfort and openness.
Illustration: Hand-drawn elements celebrating a wide range of foods, symbolising variety, acceptance, and pleasure in eating.
Tone and colour: A soft, inviting palette conveying positivity and calm, free from clinical or restrictive undertones.
Composition: Balanced spacing and flowing lines to reflect mindfulness and freedom rather than rigidity.
Every detail was chosen to support the message that food should be enjoyed without shame, promoting kindness and compassion toward oneself.
Skills
Deliverables
Illustration and artwork design
Typography and layout composition
Colour palette development
Print preparation and production