Babuinos is a spatial proposal that mixes art, wine and music. Located in Playa del Carmen (Mexico). During the day it functions as an incognito installation and, at night, it opens its curtains to become a natural wine bar.
The interior design is inspired by the elegance and sophistication of the modernist movement, which contrasts with the carefree branding. The logotype emerges from a typographic base accompanied by rounded and irregular shapes which are inspired by grapes and the liquid of wine. This element is dynamic and mouldable, so that it adapts to different shapes in its graphic applications. To balance the playful tone with the elegance of the brand, we used a serif typeface together with a sans serif that, accompanied by a series of extravagant photographs, shows the main character in different drunken situations.
The icon is the face of a baboon with a satisfied expression, which, following the same irregular shapes, would become the main character of the brand. The labels are the result of illustrations created with crushed grapes forming a palm tree or a baboon's backside coming out of the water. Finally, the pink palette is our nod to Mexican design and culture.
Baboons, take a dip in our wine!
Art Direction: Futura
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