Background: There is a good chance that when you think of Mexico, the first things to come to mind are mariachis, sombreros and ponchos. That’s fair; after all, it’s what the tourist leaflets and travel shows would have you know. But in reality, there is so much more to Mexico than that.

Objective: A new Mexican restaurant opening in Yerevan needed an authentic feel, something beyond the superficial viewpoint of Mexico, something that other restaurants in the city couldn’t offer.

Solution: To create a fully immersive experience we went beyond the cookie-cutter concepts and looked at the everyday life of Mexicans. We wanted to convey what it feels like to visit big cities’ back-alleys on a busy Saturday evening and grab a few hot tacos and a tequila shot from your local street vendor. Mexico is a melting pot of diverse subcultures, each with their distinct heritage and lifestyle. Yet, they manage to seamlessly blend together, especially in large cities. So, our goal was to synthesize and replicate that reality inside a small eatery. We decided to visualize the smooth fusion of various subcultures you meet in a megapolis: suburban working class, rich clubber kids, ghetto youth and so many more. And last but not least, the gang culture which we brought into the spotlight to emphasize the bold identity of the brand. The brand suite concept combines blaring reggaeton music with vibrant interior colors, street food menu with quality service, traditional ornaments with giant double-wall graffiti that “pays homage” to Trump’s infamous wall, among other things. The more common patterns such as cactuses (or cacti, if you’re feeling loco), skulls or the Lucha libre are incorporated into Muchacho’s branding as much as the barbed wires, glaring neon lights or the noisy ambience. Here is your final takeaway: step a foot inside Muchacho and you will discover whole new levels of Mexico.