DF / Mexico designed by BuroCreative
Opinion by Richard Baird.
DF / Mexico is the latest restaurant concept from the creators of Mexican market food experience Wahaca. Located on London’s Hanbury St. the restaurant combines an informal diner-style setting with Mexican fast-food and modern American influences. Its brand identity, a broad combination of print, signage, environmental graphics and website design by BuroCreative, is built around a simple mix of condensed type, iconography, patterns and a limited colour palette. These have been extensively remixed across a variety of surfaces to deliver a distinctive, diverse and cohesive visual impact. The project included signage, flyers, menus and packaging.
In response to their work for Wahaca, which was quickly appropriated by similar dining experiences, BuroCreative looked to disrupt the sector with a new aesthetic, fusing Mexican urban culture with the fast-food influences of its neighbour. The visual richness, clear cross-border mash-up and an unrestrained use of graphic assets, both small and confidently oversized, permeate every aspect of the experience and sit well alongside the industrial sensibilities of an interior of exposed utilities, brick walls, white tiles and worn woods.
It is difficult approach to get right, frequently cluttered, distracting or lacking cohesion, however, executing it well also makes it far harder to imitate. Here the interior design and brand identity appear to seamlessly weave together. Details such over prints, crops to type, an absence of unprinted space and diagonal lines rolled together have an intensity and energy you might associate with any large city, while the iconography helps to tie this down to an MX and US specific fusion experience.
If you liked this then you may also like:
Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.
I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.