I collaborated with Textbook Studio to create an identity for Doof, a new deli based in Preston.

The word Doof is 'food' backwards. From this we created two taglines to help the Doof team sum up their attitude to food, 'turning food on its head' and 'slow cooked fast food', which quickly evolved into an ambigram logo that represented this visually.

I created a repeating pattern in the Doof brand colours which suggested food without showing any actual food. This was used across all of their printed promotion.

Design, concept and photography: Textbook Studio

Concept and Illustration:
Alan Dalby