El Primo Sanchez is the latest concept by the Maybe Group – an eclectic and colourful tequila bar in Sydney’s Paddington, serving up top notch cocktails, karaoke and a good dose of convivial hospitality from day to night.

The creative brief was to bring to life the character of El Primo Sanchez – the rogue and mischievous cousin from Mexico who inspired the venue and offering. Hints of his presence appear in unexpected places, from the Spanish exclamations on the light boxes, to the Mexican shrine-inspired collage and various bar items stamped ‘Property of P.Sanchez’. The mystery surrounding his persona, and his vivacious love for all things tequila and mezcal have formed the foundation for multiple brand deliverables waiting to be discovered.

The brand identity evolved to reflect the venue concept – a bold and welcoming space layered with character that delivers an authentic Mexican bar experience. The identity mirrors the interior design intent and draws on the geometric architecture of Old Mexico City, combining striking colours with dynamic font combinations. The charismatic persona of Sanchez underpins all parts of the offering, and the branding reinforces this through the choice of nostalgic typefaces, quirky messaging and layers of story telling across printed collateral.

The unexpected brand moments extended throughout the venue is what makes this project unique from others. In particular, the dynamic identity system which encompass the energy and eclectic nature of the space. To achieve this, a variable typeface was chosen for the primary logo lockup, which allowed each letterform the ability to expand and contract in width. The result is a logo that can move in response to external stimuli, such as to the beat of music.