In early 2013, Snask got a call from Sweden’s most credible and celebrated rock club Debaser to help them brand their new Mexican restaurant venture. The brief was to create an identity that would feel like a street taqueria gone mad with luxury.
Calexico’s main ambition is to bring mouth-watering Mexican food to Stockholm, and blend an authentic dining experience with the classics: Sangria and frozen Margaritas. A marriage of street tacos and fine dining, accented with a trendy bar atmosphere. We decided to handletter the type from scratch, inspired by hand-painted Mexican street taqueria signs. We chose a pastel colour palette accompanied by copper to create a luxurious feel with a laid-back vibe. Our identity standards were applied to everything: from the signage to the menu to the clothes to the plates. The menus were printed as recyclable placemats, which helps “hangry” folks see their food options the instant they sit down. A highly skilled window painter helped add the final touch, using real gold leafing on the restaurant windows. When the restaurant opened, our design for Calexico’s got a healthy serving of praise, and visitors appreciated the mix of street and luxury. It continues to be a destination restaurant for locals who can’t escape to Mexico, but want the authentic vibe and flavors it offers.