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Identity is based on two concepts. The space: an interior design which refers to the minimalist brutalism of an art or a contemporary alternative space, and the place: mexican streetlife references are found all across colors and materials.

Both ideas are reflected in the strong geometric logos in the shape of a ‘B’, but paired with colourful triangular patterns which echo traditional mexican crafts.

Inside, two LED screens installed as pieces of art (the space), act as a window into a universe of amateur and playful messages (the place). Outside, screens also stand out above a noisy and chaotic facade.

The staff uniforms –inspired by a taqueria in CDMX located inside a car workshop– play again with the same ambivalence.

The names of the recipes are inspired by Mexican wrestlers of the 1980s. These identify each product thanks to stickers on which the logos reappear.

Creative direction for launch campaign. Set design by Tres Tipos Graficos. Photo by Luis González, Art Direction by Adrián Cassani. Models: Rodrigo Domar and Bendi Gonzalález.

Photos by Mario Rey and Maru Serrano.
Videos by Maru Serrano.