How do you make real Mexican cuisine delectable to foodies halfway around the world?
Mexican cuisine is commonly mistaken for what really is Tex-Mex. When one thinks of a Mexican restaurant, sombreros, maracas and burritos come to mind. So when our client decided to take authentic Mexican cuisine to Kuala Lumpur, they had to not only import many of their ingredients, they also had to create a brand that would fairly represent this rich, complex cuisine which has been awarded Intangible Cultural Heritage status by UNESCO.
Located near the heart of Kuala Lumpur and not far away from the Petronas Twin Towers, La Mexicana offers their patrons a carefully crafted menu paired with an environment void of cliches such as sombreros or piñatas. With a wonderfully eclectic decor comprising arts and crafts from around Mexico and a menu that is as original as it is exciting, dining here is a full gastronomic and sensory adventure.
La Mexicana needed a cohesive brand identity- including name, logo, signage, stationary and all communication materials -that would reflect the joie de vivre associated with Mexican culture without recurring to the use of platitudes. The brand needed to reflect the restaurant’s core values- vibrancy, authenticity, richness and craftsmanship – and work well in the fast paced world of hospitality, but most importantly, it needed to be recognisable as being Mexican.
We started with the basics. La Mexicana’s logo drew inspiration from colonial ironmongery found across the whole of Mexico with a colour palette is derived from Mexico’s rich textile tradition. Its intricate twists and turns, mimic the complexity of the cuisine while the imagery and iconography accompanying it bring out the warmth and approachability of the brand showcasing graphic elements extracted from decorative objects found on the premises. The result is an explosion of colour and textures that is as exciting as the food they serve. We created a brand, but we like to think we helped our client bring a little piece of Mexico to Kuala Lumpur.
Client: Authentic Mexican Cuisine Sdn Bhd
Expertise: Brand Strategy, Visual Identity, Packaging.