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Sneak Peek: Wilbur Mexicana

Posted in branding design environments journal

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Though some of us here at Jacknife may be self-proclaimed foodies, we are actually in the business of design so this post is going to be featuring just that: the space at Wilbur Mexicana. We had the privilege of doing the branding identity for Wilbur, a new Mexican restaurant on King West in downtown Toronto.

Wilbur officially opened the doors to it’s bright, minimalist space just yesterday, with finishing touches still being put on. We love the white marble, neutral tones and pops of yellow in the space, which also boasts a ton of natural light. A common character throughout the restaurant is the moustached face of Wilbur Scoville, pharmacist and founder of the Scoville Scale used for measuring spice levels in peppers. (Note: we loved seeing his progressing facial expressions to show the spiciness of the salsas).

We also loved seeing local artist, Justin Broadbent’s custom work in the restaurant, and learned that he will be doing another piece, and we look forward to seeing it. Some of our other favourite aspects of Wilbur: chilled toilet paper in the mens restroom (sorry, ladies!), vintage soda dispensers, the nearly one hundred different hot sauces. Oh, and how could we forget the custom tile piece on the ground as you walk in. It pays homage to the pharmacy and year that Wilbur invented his famous scale.

Up next on our list: eating some of their delicious tacos! Be sure to check out Wilbur Mexicana yourself.

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