F&f is different.

Built around a real family that believes in honesty, openness and adventure!

Read More »
Meet the Team
Founder & Creative Leader

Founder & Creative Leader

Before co-founding F&f in 2009, Alex was a design director at Landor Associates, leading much of the UK Pepsico and European Proctor & Gamble creative output. With a degree in graphic design from The University of Northumbria, Alex’s 20 year career has seen her design across a very broad and varied spectrum of industries, spanning petroleum, airlines, automotive, as well as her beloved food and drink sector.

Alex is a hands-on creative director, who, with a passionate and deep understanding of FMCG packaging, leads the team in every aspect of visual communication and art direction.

Her keen eye has helped us achieve remarkable results in multiple creative awards.

Email Alex

LinkedIn profile

Derek (DJ)
Founder & Strategy Leader

Derek (DJ)
Founder & Strategy Leader

Before co-founding F&f in 2009, Derek was a board-level creative director, leading the FMCG team at Landor Associates and prior to that, creative director at Saatchi & Saatchi Design. With more than 30 years experience in the design and branding business, he is well placed to help clients solve their brand’s toughest challenges.

Derek’s attention at F&f is primarily focused on developing our client’s brand strategies, copywriting and tone of voice assignments.

He has chaired and judged many international design awards and written for some of the industry’s leading publications.

Email Derek

LinkedIn profile link

Strategy and Marketing

“Derek and Alex are true visionaries when it comes to food packaging design. They really took the time to assimilate our core values, who we were as founders, and how we wanted our brand to come across to consumers. That all translated into an inspirational packaging design that brought our ideas to life in a fresh, fun, and exciting way.

Jason Dekker,
TruVibe Organics

“…A real delight to work with and we continue to develop our options with them, step by step, in an agreed way which works for both parties. They are a part of our team...when leading retailers come to YOU and ask, it makes it worthwhile"

Jonathan Shorts,
Organic Seed and Bean

“Family and Friends are a great agency to work with and very aptly named. The quality of the design speaks for itself when you see it on the fixture next to its competitors. This quality is achieved by them really taking the brand to heart, and building an understanding of its quirks and foibles, like it is part of the family."

Dan Gough,
Allinson Flour, a Silver Spoon Company brand.