EatMex came to Absolute with an idea for a Mexican fast food concept. They had the menu sorted but no name, brand or interior styling. Absolute set about developing a name and overall brand personality to bring life to their idea. Mexican food was becoming popular in London and the whole ‘Fast Casual’ dining concept was growing, so it was important that we developed a brand vision that was truly unique and original, and it had to be something that represented the high-quality of the food and service in an insightful and interesting way.
NINETEEN TEN – A chilli revolution was born.
Many of the existing Mexican outlets had some sort of reference to Mexico and the food. Absolute used a play on the Mexican Revolution of 1910 for the name and a tongue in cheek strapline was the starting point of the tone of voice developed throughout the communication collateral. The first store was based in Westfield, White City so was restrictive in terms of interior design, so Absolute utilised the staff uniforms to help build on the brand and interior styling sharing fun messages about the food and experience.
“Absolute took the project and gave it an unconventional twist that will really allow us to stand out from the pack – we’ve already more than met our business targets and that’s enabling us to plan for the launch of three more 1910 restaurants in our first year. What we want to achieve with our food is exactly what Absolute achieved with our brand – it’s full of flavour and character with a real sense of thoughtfulness and imagination.” Kersh Van Lar, Partner