3 July 2025

The Curry Guy: A Decade of Colour, Curry, and Creative Consistency

When I first started working with Dan Toombs—better known as The Curry Guy—we had no idea we were laying the groundwork for a creative partnership that would last over a decade, span ten cookbooks, and develop a visual identity that readers now instantly recognise. From The Curry Guy to Veggie, BBQ, Thai, and now Air Fryer, each book has its own focus, yet they all feel part of the same family.

The challenge with a series like this is maintaining that consistency while keeping things visually fresh. The look needs to evolve, but never drift too far from the essence of the brand. That’s where the team has been absolutely essential.

Rosie Reynolds has styled eight of the ten books. She understands the rhythm of Dan’s recipes and how to bring out the richness and authenticity of each dish. Faye’s been our prop stylist on nine of the ten, curating backgrounds and surfaces that anchor the books in a familiar, lived-in warmth. Their work is as much a part of The Curry Guy as the food itself.

We’ve shot in gardens, on patios, in professional studios, beside streams, and even at Dan’s house in Yorkshire. No matter the setting, the team always manages to recreate the Curry Guy world—vibrant, inviting, and full of flavour. That consistency isn’t an accident; it’s the result of years of working together, learning each other’s rhythms, and knowing exactly how to pivot when we need to adapt to a new location or direction.

The Curry Guy Air Fryer was a perfect example of that evolution. We wanted it to feel lighter, cleaner, and modern—reflecting the ease and speed of air fryer cooking—while still retaining the warmth and energy of the earlier books. It’s familiar, but with a subtle shift in tone.

What I’ve loved most about this journey is the balance between creativity and trust. Dan trusts us to bring his recipes to life visually, and that trust gives us the freedom to experiment and refine with every new title. It’s a rare thing to be part of a series that has such a loyal following and such a tight-knit team behind it.

Ten books in (11th on it’s way), it still feels exciting. And that, I think, is the real mark of a successful collaboration.