The core value of Mad Mex is the pursuit of the most authentic Mexican food experience. The design is inspired by Mexican street cafés and taquerias. We emphasised real and unsophisticated materials and traditional street signage.
A rooster mural by Lynne Rutter crows cockily at Gilberth's Rotisserie and Grill in San Francisco, CA. The hand-painted oil on copper leaf diptych adds down-home warmth to the industrial-chic interior of the restaurant, which is built in an old cannery in the city's Dogpatch neighborhood. Photo: David Papas
The primary identity and signage is reminiscent of signs and ephemera from vintage American dining establishments, from hot dog stands to burger joints. These elements work together to create an experience that is sleek and approachable.