— Roly Grant, Co-founder and Creative Director, Without
Context
In 2007 Mexican food in the UK generally looked like cheesy nachos and 2-4-1 tequila. Welcome Thomasina Miers and Mark Selby, with a vision for bringing Mexican streetfood to London’s streets. We embraced their challenge, eschewing dancing chillis and sombreros in favour of the colour and attitude of where all great Mexican streetfood comes from: the markets.
We needed to reject stereotypical iconography and reflect the joy and diversity of where Wahaca’s food came from: the markets.
DEFINE AND DESIGN
Every element of the brand is inspired by ‘Mexican Market Eating’ – from original street art on the walls, to vibrant colour combinations. A photographic reference of colourful canopies along a street in Oaxaca even directly inspired the ceiling of their very first site.
Working alongside F37 Foundry to create a new bespoke typeface, inspired by vernacular market signwriting: exaggerated proportions, quirky characters, angled crossbars and surprising twists.
DELIVER
Over a ten year relationship, we supported Wahaca’s growth from concept to over 20 sites across the UK, working on everything from advertising campaigns to internal culture (including creating bespoke football kits for an inter-restaurant competition that was featured in Observer Food Monthly).