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Project

Client: Mexika

Year: 2015

Industry: Restaurants & bars

Awards: Transform MENA Award Winner: 1x Gold

Deliverables

Purpose, principles, proposition, visual, verbal, packaging, digital content, environmental

Pick n’ mix comes to Saudi

Our client, a consummate world traveller and foodie, uinspired by the lack of authentic Mexican food concepts in Saudi Arabia, sought out a creative partner who could turn his vision into reality. The overarching idea behind the creative was to ‘pick n’ mix’. This would become the golden thread throughout the project.

The brandmark was made up of unique characters meticulously built by hand. This was the start of mixing and matching all facets of the brand. This extended into the visual language and beyond. From hidden icons such as chili peppers, skulls and piñatas to the collage-style photography and hand-painted illustrations, the brand is unashamedly vibrant and loud. Humour and wit were employed by way of copy as well as giving each ingredient a personality of its own. Uniforms allowed staff to ‘pick n’ mix’ as they were able to select from an assortment of bow ties each day as well as a unique playing card slotted into the band of their fedora hats.

Pick n’ mix comes to Saudi

Our client, a consummate world traveller and foodie, uinspired by the lack of authentic Mexican food concepts in Saudi Arabia, sought out a creative partner who could turn his vision into reality. The overarching idea behind the creative was to ‘pick n’ mix’. This would become the golden thread throughout the project.

The brandmark was made up of unique characters meticulously built by hand. This was the start of mixing and matching all facets of the brand. This extended into the visual language and beyond. From hidden icons such as chili peppers, skulls and piñatas to the collage-style photography and hand-painted illustrations, the brand is unashamedly vibrant and loud. Humour and wit were employed by way of copy as well as giving each ingredient a personality of its own. Uniforms allowed staff to ‘pick n’ mix’ as they were able to select from an assortment of bow ties each day as well as a unique playing card slotted into the band of their fedora hats.

Results & testimonial

The outcome of this project was a vibrant, eclectic, blend of Mexican flavours, loud colours, bold statements and off the wall illustrations. Something not encountered by the local target audience. We successfully injected wit and humour into the brand, a first for a QSR in Saudi Arabia. This was a huge success with the target market, millennials from the region, who are well travelled with an appreciation for unique, independent restaurant brands.

As one happy customer reviewed on TripAdvisor, “This is hands down the most authentic Mexican in Saudi.”

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