Rut Marut, a pizza joint in Mexico City
Part of the project's brand objective was to find a legitimate connection with the Cuauhtemoc neighborhood and after exploring the lives of some distinguished residents, the studio found Otto Feige, a German novelist that used various pseudonyms to protect his identity and mislead the press.
Among the pseudonyms were: 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.
Based on this mysterious personality, the graphic concept rides with Otto's quest to hide from the public eye, something that can be seen on the project's logotype and the black circle that serves as a censure element on the brand.
Project by
VVORKROOM
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