I entered the JDORAW x PENTAWARDS 2026 competition, which tasked me with bringing an old British staple of cuisine and revitalising it for a more modern audience. The project drew inspiration from Sir Quentin Blake's charming illustrations, which bridge audiences both old and young.
The foundation of the identity stems from the classic pudding, the 'fool', which I took and made into four fools, each with a distinct fruity flavour and unsavoury situation. The brand is built almost entirely from illustrative techniques, furthering the Roald Dahl influence and themed aesthetic.
