Full is a nutritious, not-for-profit supper club bringing people together around the table, where they can nourish their minds, bodies and social connections. Developed with Breast Cancer UK, the UK’s leading breast cancer prevention charity, research has shown that up to 30% of breast cancer cases can be prevented, with good nutrition being proven to have a positive impact on women’s health and reduce their risk. Unlike the Birds & Boobs brand, which was strategically positioned as more of a supporter of BCUK (see the page for more info), Full is intrinsically linked to the BCUK brand, so needed to feel part of the organisation.
The concept behind Full is about good food and good conversation for a good cause. With the key target audience being working women, Full is about ‘filling your own cup’ — as a busy working mum I can definitely identify with how vital it is to practice good self-care, and eating nutritious food and spending time with like-minded people definitely helps with that.
The main typeface for the brand is Jeko, created by independent British female type designer Ellen Luff. Described as having strong geometry and modern, sharp cuts, Jeko is a legible, accessible font with a distinctive personality — attributes which made it a clear choice for the brand. The logo mark gets gradually more ‘full’, which is mirrored in the headings across the fundraising pack and socials. The x-height of Jeko allowed it to pair seamlessly with Lato, BCUK’s body typeface, which was used for the sub-header which resembles a plate.
I was really grateful for the trust placed in me to develop the brand, strategy and design of Full. The launch event in January 2025 was a great success, where incredible chefs Rachel de Thample, Gemma Ogston, Bettina Campolucci Bordi and Camille Vidal took over Carousel in London, serving a menu to journalists, nutritionists and chefs (and me!). They alongside other chefs and leading nutritionists contributed recipes to the launch pack, which features hosting tips, a quiz and conversation starters. Full will start as a supper club in people’s homes, but has exciting plans for future restaurant takeovers as part of the brand development. I am so excited to see the impact of the brand in the months ahead.
Click here to order a Full fundraising pack, and here for a client testimonial.