Doof is the next chapter in Scottish DJ and producer Hannah Laing’s rise, evolving her hard-house roots into a full-blown cultural movement. Raised on rave by music-obsessed parents, Laing has built a cross-generational following, moving from weekend slots to festival stages and a residency at Ibiza’s iconic Hï. The Doof brand now spans a record label, apparel line and a hometown festival in Dundee, which sold out 15,000 tickets in under a week when it debuted in 2025. It also supports community projects with Turn the Tables and Street Soccer, creating access to music for young people.

Design agency FLUORO® evolved Doof’s identity, reshaping its mark into a confident female silhouette complete with Laing’s signature ponytail. A refreshed logotype and fashion-led merch extend the visual language, while the 2026 festival artwork channels raw spray-paint energy and DIY rave spirit, scaling the brand without losing its underground bite.