DURANGO DINER
A conceptual diner
where multiraciality
and urban microcultures
invade the place
BRAND IDENTITY
CREATIVE DIRECTION
ART DIRECTION
SOCIAL MEDIA
If we are talking about a diner that fuses with Tex-Mex canteen food, the first thing to do in this case is to avoid clichés. Durango Diner’s proposal is an elaborate departure from the more mainstream image of American and Mexican gastronomy, with a discourse that values minorities and microcultures rooted in the North American cultural context.
Durango’s identity is based on the concept of Wild Urban Poetry, where cowboy culture is revisited through communities like the Black Cowboys, who ride on the asphalt of New York, or stars like Orville Peck or Lil Nas X who transform country culture from within and from their gender identity, together with Latino micro-cultures like cholas and Mexican tuning. These identities are shown in the project through action figures, where these representatives of minorities are considered heroes. Therefore, the conceptualisation and visual identity of the brand revisits the culture and graphic composition associated with diner and tex-mex, to give them a new formality. It is also composed of a risky chromatic palette: lilac, orange and green details form a hypnotic chromatic triptych. The interior design is photogenic to the max. The aim was to give life to a place with personality but at the same time minimalist, a space with nods to the cowboy and diner world, which includes a communication campaign with acid and reflective messages. The name Durango refers to Bob Dylan’s song ‘Romance in Durango’, which the singer composed in the desert of the same name and which forms part of the soundtrack of the project’s alma mater. That passion for the Wild West is evident in every corner of Durango Diner.
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