A collaboration with Textbook Studio; the creation of an identity for Doof, a new Preston based deli.
The word Doof is ‘food’ backwards, from this, two tag-lines were created 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.
The kitchen utensil pattern suggests simple, home-cooked food, and was used across all of their printed promotion.
Design, concept and photography: Textbook Studio
Concept and Illustration: Alan Dalby