NEED / CHALLENGE

Folls—meaning "looney" in Catalan—is a family-run restaurant born as a frequent meeting point for those who seek to be cared for through their dishes, discover new wines, and connect with like-minded people in a lively, get-together atmosphere. And that’s where its need arose: to find a voice that would strike a balance between the chef’s know-how and the popularity of the services they offer.

INSPIRATION / IDEA

In response to that duality, we looked for a tone of voice capable of speaking in a rigorous and humorous way, at the same time. That’s why we took inspiration from editorial illustrations and comic strips—concise and critical, with a sharp, comedic undertone.

SOLUTION

In collaboration with Senyor González, and with a genuine, slightly impersonal style, we brought to life what would become the restaurant’s first “foll.” A character who slips behind the scenes in a friendly way, connecting with customers and turning them into co-stars of his exploits.

The restaurant’s name, “Folls,” is also used as part of the tone of voice, woven into different messages with the intention of turning it into an attitudinal adjective.

Once a year, Folls also produces its own wine—a very small limited edition that only a few have the chance to taste. For that reason, the label aims, in a simple way, to confer that distinction on lucky ones; you can even take it with you, with the date you drank it marked by the staff at the time of serving, and the bottle number indicated in a way that brings the consumer into the story, turning them into one more Foll.