Dum Dum Studio’s inventive design emerges from an open mind and a love of play

From an organic, textural identity for a neighbourhood cafe, to playful collages for a restaurant consultancy and an animated woodmark for a cocktail bar, Dum Dum Studio leave plenty of room for play.

“Each project is a new canvas and an opportunity to create something different,” says Mario Julián Gutiérrez, who co-founded the Monterrey-based studio with Sergio Martínez in 2015. While Dum Dum focuses primarily on branding, it takes on varied projects within the realms of design, typography and art direction. “We approach every project as something entirely new, starting with an open mind and without preconceived ideas.”

The influence of radical movements like Dada and Fluxus is clear to see, but Dum Dum’s home-city also provides a healthy source of inspiration. Monterrey is Mexico’s industrial capital, with a rich graphic history shaped by decades of commerce, steel and brewing, and later by European influences of clean grids and typography. This feeds into the studio’s considered approach to building identities: “We believe in finding a balance between function and feeling, planning and spontaneity,” says Mario. “Brands should be alive, able to adapt, evolve and remain free.”