SLR@susylo
BRAND DESIGNER
LONDON
slr.susanalopez@gmail.com
+(44) 7501 410809
slr.susanalopez@gmail.com
+(44) 7501 410809
ATÍPICO / RESTAURANT
Context
Atípico is a contemporary restaurant concept located inside Parque La Mexicana in Mexico City.
The brand was built around a simple observation: within any group of friends, coworkers or families, eating habits rarely align. Rather than ignoring this reality, Atípico was designed around it.
To create an identity flexible enough to adapt across multiple dining formats, breakfast, brunch, dinner, drinks and outdoor picnic, while maintaining clarity and coherence.
The brand needed to behave differently throughout the day while still feeling recognisably the same.
Strategic Direction
Inclusivity became the organising principle.
Rather than defining a single culinary personality, Atípico was conceived as a flexible framework capable of moving with the rhythm of the day and responding to different moods, occasions and contexts.
During the pandemic, this adaptability was tested and proven through the Picnic Experience, which translated the restaurant into an entirely outdoor format.
The visual identity operates as a dual language reflecting the temporal shift of the day.
Soft lilacs and warm neutrals express daytime openness and accessibility, while deeper greys and blacks introduce evening intimacy.
This adaptable structure extends across menus, spatial applications, campaigns and digital platforms, remaining consistent while always responding to context.
Outcome
A living identity system designed to reflect real lifestyles, flexible yet cohesive, maintaining a strong and recognisable presence across every touchpoint.
A living identity system designed to reflect real lifestyles, flexible yet cohesive, maintaining a strong and recognisable presence across every touchpoint.
Creative & Art Direction
Visual Identity System
Brand Applications & Editorial Design
Campaign & Experience Design
Social Media & Digital Direction (with Michelle Peniche)
Photography, Montserrat Castro & Rodrigo Bañuelos
Website Development: Joseph Morales
Project developed as part of MAKU Agency.
Visual Identity System
Brand Applications & Editorial Design
Campaign & Experience Design
Social Media & Digital Direction (with Michelle Peniche)
Photography, Montserrat Castro & Rodrigo Bañuelos
Website Development: Joseph Morales
Project developed as part of MAKU Agency.