FOLK
We’ve been FOLK’s photography and film partner for years, helping them tell the story of their growing hospitality business.
The Challenge
We’ve been working with FOLK from when it was a small café with a few covers to the space it is today, offering a full eating experience, private dining and homeware. Some things have remained the same - like how they’ve always championed local producers, or made people the heart of their business, or discovered new ways to reach people and make ethical choices in everything they do.
Throughout our time working together we’ve needed to adapt to the bigger changes of FOLK and move with their evolution, creating work that shows new offerings, menu and scale but retaining the same brand people know and love.
We’ve needed to highlight the heart of the brand too - the people, the space and the food but more than that, the ethical approach to using trusted, local sources and empowering the region’s hospitality offering.
Then as with all hospitality environments we’re making work in, we needed to work in a considerate way that was sensitive to the Front and Back of House.
How We Made it Work
Alongside a developing practice lasting years, we put the following in place to join FOLK on their evolution and keep making useful, relevant photography and video:-
Centred the making process around the heart of FOLK, capturing the people, the food and drink, the culture. We put moments at the middle of the storytelling, focusing on how things connected. We found the more we did this, the more easier it was to tell the FOLK story
Considered, sensitive shooting that appreciated the live environments of busy restaurants and kitchens. We worked with FOH and kitchen to make sure things were on schedule and we had a minimal impact on service
We baked-in evolution into the process - always reviewing what we’ve made, its impact and how we can improve. Our working relationship with FOLK meant we could move side-by-side with their growth too, supporting their expansion, pilots and challenges
The Impact
“Photography is vital for our work at FOLK and it’s a pleasure to entrust Pine with capturing our food, spaces, events and people. They bring their creative approach to enrich our visual style and I’d recommend them without question.”
Ali Barker, Owner
