Folks, Burger Social Club

Dec 2019

For Folks Burger Social Club, the brand identity project led by Jordi Masdeu Studio successfully bridges the gap between casual dining and high-end graphic design. By leaning into a playful, minimalist aesthetic, the brand identity captures the essence of a modern restaurant through a cohesive visual language that prioritizes tactile experiences. The design execution utilizes bold red ink against crisp white backgrounds, featuring whimsical hand-drawn illustrations and clean typography that feels both approachable and distinct. Across the various collateral, from loyalty cards to takeaway bags and custom parchment paper, the visual system maintains a consistent, vibrant energy. The integration of commercial photography, characterized by soft natural light and macro perspectives, elevates the food and beverage presentation, turning everyday burger service into a compelling lifestyle narrative. The work leans into editorial minimalism, allowing the structural elements of the menu design and the organic warmth of the wooden serving textures to create an inviting atmosphere. By balancing bold, graphic impact with careful attention to detail—such as the deliberate placement of branded elements on glass panels or apparel—the project fosters a sense of community around the dining experience. Ultimately, the branding reflects a thoughtful approach to identity in the restaurant space, where the harmony between the food, the space, and the printed assets creates a unified, memorable brand presence.

Lifestyle, Commercial

Natural light

Restaurants, Food & Beverage