From the inaugural BurgerMonday pop-up  on 24 January 2011 with the Young Turks as guest chefs to the first FryFriday pop-up on 10 February 2012 with Anh Vu and Van Tran of Banhmi11 my dinners have been shared experiences only as good as – but, happily,  every bit as good as – the London food obsessives who filled the tables and grasped what it meant to be, feel and eat young&foodish(ly).

Mike Abrahams of the London design consultancy Abrahams attended several BurgerMondays and SpagWednesdays and was struck by the easy links made amongst strangers thrown together at shared tables. (What people will do to get their hands on a drippy, two-fisted bacon cheese burger!) In creating a pop-up logo Mike sought to represent young&foodish as the sum of these new connections.

Choosing to work with the Frankfurter Highlight font mostly because he couldn’t resist the foodish name Mike printed paper placemats each containing a single character from Y-O-U-N-G-&-F-O-O-D-I-S-H.

At six consecutive pop-ups, including the 10th of November debut of WichThursday, the food and restaurant photographer Paul Winch-Furness took playful portraits of diners holding up – or goofing with – their lettered placements. He also encouraged the diners to self-assemble for group shots spelling out words, gibberish or fragments of either.

Mike’s colleague Myra Murtagh turned these images into two versions of the animated pop-up logo seen at the top of this website since November. The collaboration of Mike, Paul, Myra and all the obviously proud models who posed with their lettered placemats will run for just a few more weeks.

All photos by  Paul Winch-Furness