Kay’s Anatomy by Adam Kay

The record-breaking number one bestseller from the UK’s best-selling non-fiction author, Kay’s Anatomy, brings Mindset all over its cover and also in inside pages. The book was released in October 2020 by Puffin Books, an imprint of Penguin Books. Illustrations by Henry Paker. Mindset is a hand-drawn display font by PintassilgoPrints. It’s loaded with alternates and comes with a lighter version – Mindset Slim – for added versatility.

The font is widely employed also in the promotional material, including a book trailer:

The typeface for the book interior appears to be Serifa; the blurb on the back cover uses Avenir. Despite all efforts, no designer credits were found. If you know who designed the book, please leave a comment.