Holy Cow! developed the brand and visual identity for Mad Mex Fresh Mexican Grill…olé!
The signature Mad Mex Mask environmental graphic which is the focal point of each restaurant, is based around a lucha libre wrestler character, whose mission is to fight for flavour and defend freshness, vanquishing all lesser foods.
A series of Mexican wrestling advertising posters have also been created in the original style of posters in this genre to afford further opportunities to visually represent the Mad Mex lucha libre wrestler character.
To ensure their visual identity evolved in an authentic manner as more restaurants were opened, we created graphics that convey the brand subtly through various cultural influences that highlight its Mexican origins.
We also introduced hand-painted, Spanish advertising slogans on other unfinished surfaces to convey the brand’s core values of freshness, flavour and authenticity.
