Radical Design Co. is the studio that designed Folka's identity.
We are saying it up front because these profiles usually talk about the cafés and baristas who trust our team. This conversation runs the other way: the team we trusted when it was time to rethink the brand. Jorge Campos and Abraham Jaramillo run Radical out of Monterrey. They are friends and they are partners. Their visual line is deliberately imperfect, hand-made, drawn from a vocabulary close to simple living, motorcycles, surf, and cowboy movies. What comes out of that are graphic systems that do not age fast.
Where Radical begins
Radical begins in something older than the word "branding". It begins in skate.
Skate brought us together through the kind of designs Vans put out, the designs Volcom put out. We loved the illustrations, the way the designs were made, and we leaned into that, from our own side.
Radical Design Co.
That root matters. The brands that shaped Jorge and Abraham were culture brands, not catalog brands. Vans, Volcom, anything that gets printed on a deck. When they started publishing their own work, the first people to ask for it were people who already knew them, and soon after, other local Mexican brands. They describe the growth as organic: cool drawings first, commissions later.
The first contact with Folka
We came to Radical through a friend in common. Marcelo and the Folka team had a company distributing coffee and equipment, and we wanted to refresh the brand. The operation already had years on it. The identity did not, fully.
Our first contact with Folka came through a friend in common. He told us about Marcelo and his team, that they had a company distributing coffee products, and that he wanted to give the brand a refresh.
Radical Design Co.
From there: meetings, ideas, a way to imagine Folka's visual side a little better and a little more in line with who we are. The editorial side, the wide all-caps type, the saguaro cactus, the desert sands, the rayed sun: all of it settled in sessions with them. The modular logo system (badge, wordmark, stamp, circular seal) did not come out in one go either. It came out by iterating.
Why a skate studio designs coffee
From outside, a studio coming from skate designing a coffee equipment brand can look like a jump. Up close it isn't. Both disciplines depend on crafts that respect themselves: someone shaping a deck, someone roasting coffee, someone drawing a seal. What Radical gave back to Folka was a visual language that cares about the material, the detail, the hand that made it.
What comes next
Radical keeps working with Folka. An identity is not delivered and closed; it is kept. Every new package, every editorial series, every photo run goes back through the decisions made with Jorge and Abraham. This piece is not celebrating a project; it credits the people who made it possible.