Foodworks
Food, drawn
with character.
An existing identity, refined and expanded through hand-drawn food illustration, logo variants, collateral, and environmental concepts.
- Scope
- Identity refinement, illustration development & branded applications
- From the studio
- 2019–2020
- Studio
- Duckfat & Chorizo
The illustration
series.
Food in
full color.
Shrimp tacos, a pot pie, ribs, and a poke bowl. The full-color set gives each subject its own ingredients and texture, with the handwriting holding the collection together.
The original colors and ingredient notes are kept together here. Open any drawing to move through the larger series.
More from the illustration series
Five further subjects from the original black-and-white artwork.
Drawn by
hand.
The line does
the talking.
Ingredient notes, loose contours, and irregular hatching give each dish its own character.
The original development deck compared a cleaner contour, a rougher brush treatment, and a lighter line. The studies show how the drawing’s texture could become a recognizable part of the identity.
A shared
identity.
Northwestern,
in its own colors.
The illustration could take on a partner’s palette while keeping the same hand-drawn voice.
For Northwestern Dining, the concept used purple in the food artwork and gave the partner identity the lead. The Foodworks mark was kept smaller and lower in contrast, with a teal detail linking the two.
Partner identity concept / 2019
The illustration in the space
From drawing
to the room.
Refreshed conceptual visualizations based on the original 2019 proposals.
Drawn for
the place.
A local point
of view.
Food sketches, Chicago stars, and a skyline could sit together without losing their shared texture.
The skyline began with a supplied idea. DFC redrew it using the same brush language as the food illustrations, then developed flag elements and supporting graphics to work alongside it.
The May 21 studies below use Foodworks teal. The later May 24 proposal brings red stars, pale blue, and white back into the environment, drawing directly on the Chicago flag’s colors.
Chicago development / May 21 Foodworks-teal studies
A shared
language.
More than
a collection of marks.
The brand book brings the drawings, typography, photography, and kitchen-inspired textures into one working language.
Oversized handwriting sets the tone. Illustrations move from a single dish to a page edge or a large-scale pattern, while the monochrome book gives the system room to speak clearly.
Explore two more spreads
Read the selected pages one at a time
Beyond the
environment.
A clear message,
across formats.
The illustration and the lettering also had everyday jobs to do: introduce the brand, give it a presence, and make the message readable at a distance.
Two 24-by-60-inch banner designs take different routes. One uses food drawings and a diagonal wordmark; the other builds a field of words around “The Best of Local.”
From the original files
The same language.
A different footprint.
These are the original design files, presented flat so the type, composition, and drawing can be read clearly.
The archive also includes window-cling concepts and further banner colorways. The selection here keeps the two distinct approaches in view.
The identity
in use.
The drawing travels
with the brand.
Food illustrations, bold typography, and the brand palette carry through different formats.
Foodworks MOVE brings the original food illustrations and wordmark onto a compact mobile food unit. Cream and teal treatments use different arrangements of the drawings, while large lettering keeps the brand readable from a distance.
Project details & archive notes
Foodworks supplied an existing logo and asset package in 2019. We developed that foundation through logo variants, lockups, illustration studies, partner identities, collateral, and environmental concepts, followed by brand-book design and further asset refinement in 2020. The original Foodworks master logo and supplied drawings retain their separate authorship.
The Chicago skyline was redrawn from a supplied idea. Northwestern’s identity, source interior photography, architecture, and depicted furnishings are not claimed as DFC original design. Spatial images remain labeled as concepts; installation is not verified.
Original drawing studies sit alongside newly refreshed environment visualizations based on the 2019 proposals. The cart images are design mockups using original brand artwork. Spatial and cart visualizations are not installation photography.