blaxicocina identity & mural
2023
development of the full visual identity and a large-scale mural for mexico city’s first soul food restaurant. the identity system and wall anchor were designed to give blx clarity, presence, and cultural weight.
concept
the challenge was to establish blx as more than a restaurant. the brand needed a voice—across print, digital, and space. the visual identity built a bold typographic system, while the mural extended that language into the physical environment. together, they made blx instantly recognizable.
visual identity
the identity centered on a clean, uncompromised wordmark, blx. typography and layout were treated as infrastructure, minimal but direct. collateral extended this language into menus, signage, and digital presence, ensuring consistency across every touchpoint.
mural
the wall became a stage for the identity. black canvas, white pathways, central wordmark. it wasn’t decoration but a cultural anchor—tying the brand to the space and making it a landmark within mexico city’s food scene.
foundation
deep black canvas across the wall
movement
white line work layered in motion
clarity
bold “blx” wordmark at the center
impact
the combined identity and mural gave blx cultural presence and immediate recognizability. the restaurant became not just the first of its kind in mexico city, but a visual landmark where community, food, and culture meet.
inquiry
for project inquiries, commissioning, or collaborative research, please contact via email.
about
jason guillard’s practice examines the lifecycle of material forms across garments, footwear, publications, and public spaces. his work builds clarity from contrast, using minimal interventions to create presence, narrative, and cultural anchors.