Penguin General is to launch a new personal development and healthy living imprint, Penguin Life, headed by Venetia Butterfield.
Penguin Life will launch in January 2016, publishing 10 titles in that year, including Ruby Wax’s A Mindfulness Guide for the FRAZZLED.
By 2018, Penguin Life will grow to publish around 20 books a year across the UK and Commonwealth as well as other markets.
Titles already commissioned for the new imprint include a new guide to the science behind meditation from Daniel Goleman, author of Emotional Intelligence (Bloomsbury), and Professor Richard Davidson; a psychotherapist’s guide to parenting from Philippa Perry; a book on the impact of food on the brain from neuroscientist and nutritionist Dr. Lisa Mosconi; the first book from Tiffany Dufu, part of the team which launched Sheryl Sandberg’s Lean In and former president of the White House Project; Emotional Agility from Harvard Medical School director Susan David, and Zombies, Run!, a keep fit guide based on the successful app, written by Naomi Alderman.
In addition to new titles, a number of backlist titles will also be rebranded to become Penguin Life titles, including include James Wallman’s Stuffocation (Penguin), Brene Brown’s Daring Greatly (Portfolio Penguin), Maureen Gaffney’s Flourishing (Penguin), and Michael Acton Smith’s Calm (Penguin).
Butterfield will head the imprint alongside her responsibilities as publishing director of Viking and Portfolio. She said: “From psychology to nutrition, from physical fitness to mental health, from parenting to inspirational thinking, we will publish books which help you to live well and enjoy life to the full. We’re already gathering together a list of top authors who are experts, academics and great communicators in these fields.”
Editors commissioning new titles for Penguin Life will be Butterfield, Joel Rickett, Daniel Crewe, Zoe Bohm, Emily Robertson and Patricia Deevy.
Penguin Life will also have its own dedicated communications team. Richard Lennon, currently campaigns manager at Portfolio Penguin, takes on a new combined role as head of communications for Portfolio Penguin and Penguin Life. Julia Murday, currently campaigns officer at Penguin General is promoted to Penguin Life campaigns manager.
Penguin said the launch campaign throughout 2016 would include partnerships with key lifestyle brands, and at least one major consumer-facing event.