Mal Amado

Mal Amado is the name of a bar that recently opened in Braga, located in one of the most iconic spaces in the city. Known for its role as a meeting place of artists, writers and musicians who conspired against Salazar's fascist regime during the 1970s, and subsequently, for its liaisons to prostitution and excessive consumption of drugs or alcohol. The name comes from a current Portuguese expression, meaning someone who is not loved, but who also doesn’t feel love for anyone and may even have feelings of envy, anger or hatred. The name thus proposes a pun on something ill-loved to be terribly loved. It was relevant to recover part of this mysticism and to apply it in the identity – in a provocative way -, which seeks to convey the feelings described above, especially anger and hatred. We got to this concept of scratching the logo, creating several layers of reading, making it at the same time difficult to read. Simultaneously, it was a created a set of illustrations to represent scenarios of debauchery, such as drunkenness, prostitution and drug use, with a focus on degraded, unreal and disconnected characters.

Full proejct here: https://www.behance.net/gallery/73676459/Mal-Amado