Contributed by Carisia Chew of Singapore-based Bravo Company.
Mexout is a fresh-mex eatery in Singapore. We imagine Mexout to be a young eccentric Mexican food expert, or “Mex’pert” as we coined, who is living in his parents’ basement. The shop’s interior is therefore styled as such.
As with most eccentric experts, he keeps a wall-of-clues with a Mexican map and pins of locations to track down the freshest ingredients and their suppliers.
Being anti-establishment, Mexout doesn’t adopt the proper brand logo. Every time you see the name it appears differently. We came up with about 20 hand-drawn logos for the restaurant to use in rotation.
For the rest of their collateral, everything is handwritten or hand-drawn. No computer was used for the creation of the graphics.
The process for Mexout was an interesting one for us. It was something relatively different from the other projects we’ve worked on.
We started of with the naming process, proposing 8-10 names, each with their own concept and possible art direction. From names such as Mexology (playing on their store concept of a DIY mex burrito/taco bar) and Just Juan or Yepa Yepa (more silly but fun/catchy names) we settled on Mex Out (a twist on the phrase to max out / to go out for mex food).
From there, we developed three visual directions that could go with the name. However, both us and the client couldn’t settle on any of the three with certainty so we went back to brainstorm a more wholesome concept.
All visuals were hand drawn in-house, from the logos and menu text to the graphics in the shop (which we painted ourselves).
The design project took about three months to complete, from conceptualisation to launch.
The Mexout website.