The brief for this piece was to reposition Long’s Horseradish condiments to an upmarket audience. Apart from the obvious roast beef, not many people know what to do with horseradish so I designed a recipe book. The recipe book is divided into seasons and shows the consumer which Long’s condiment would be perfect for each season. To add a bit more personality to the book ‘Farmer Long’ has written suggestions for the recipes, such as alternative ingredients or what the dish would be great with. The book also features a collection of all seven condiments.