The identity draws inspiration from the colourful architecture and signage of Mexico City, combining soft pastels with a bold, bright red to balance the calm seaside tone with energetic Mexican flair. Retro-style imagery referencing both Mexico and California beach culture adds character and helps evoke a laid-back yet vibrant atmosphere.

Menus, print materials and signage are all woven into the identity, ensuring that every touch-point feels cohesive. The pastel palette paired with strong accent colour ensures the brand is both inviting and memorable, delivering that contrast between chill beach day and spicy flavour that defines the Cantina de Mad Mex experience.