A new brand bringing doughnuts to the grownups designed by Mude Group. The brand concept leans into the name's inspiration, 'Foolproof'. Proofing is the stage where sourdough rises and ferments, and that craft reference runs through the identity. But there's also the colloquial read, the confidence that if the work behind the counter is uncompromising, a good product becomes inevitable. The brand shape is derived from the cellular structure of proofed sourdough, that organic network of bubbles you see when you cut into a well-fermented loaf.

Most doughnut brands lean into confectionary cues or the artisan bakery look. Because the name the founders came to us with - Full Proof - grew from the idea that this process was impervious to failure, and as the fit out already had a lot of stainless steel in it, we drew from that precision-industrial posture and played with the use of stainless steel, chrome, and brushed metal in our design. There's also nods to the refined chemical process and artistry in the kitchen when crafting sourdough, such as the patterned circular shapes visible only when you slice the loaf. Our use of this in the design moves away from the traditional baking finery look, and is more akin to intro visuals in a Bond Film.