RUT MARUT
Rut Marut is a new pizza joint located at the Cuauhtémoc neighbourhood, at the heart of Mexico City.
The Challenge
The client wanted to find, through the name and the brand concept, a legitimate connection to the neighborhood.
Naming
After exploring the lives of some distinguished residents, we found Otto Feige,
a German novelist and actor who moved to the neighbourhood in 1924.
Otto’s life has always been a mystery. He protected his privacy in such ways that he used to spread lies about his biography to mislead the press. He wrote with various pseudonyms: B. Traven, Traven Torsvan, Hal Croves and Ret Marut.
We changed the name ‘Ret’ for ‘Rut’ to add a rhythmic touch to the name and Rut Marut was born.
Concept
The graphic concept is based on Otto’s personality and on his quest to hide from the press, reason why the logotype is never shown in its totality. And we use the resource of the black circle to “hide” part of the design.
Interior Design
The interiors are also aligned with this graphic concept. Although Otto tried to pass unnoticed, he was dearly loved by those who managed to get to know him. He was a a close friend of some intellectuals from the time: Frida Kahlo, Siqueiros, Diego Rivera… We like to think that the process of getting to know him was full of obstacles.
We made a three-dimensional graphic application on the walls to express constant movement. The effect on the walls softens as one walks into the space. At the end, once you managed to get into the kitchen, there’s a neon sign with the face of our character.
Team:
Construction plans: Estudio Tanguma
Photos by: Gaby Guajardo
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