“Rut Marut is a pizza joint located in the Cuauhtémoc neighborhood at the heart of Mexico City. Through a name and brand concept, the client wanted to find a legitimate connection to the neighborhood. After exploring the lives of some distinguished residents, we found Otto Feige, a German novelist and actor who moved to the neighborhood in 1924.
“Feige’s life has always been a mystery. He protected his privacy in such ways that he used to spread lies about his biography to mislead the press. He wrote with various pseudonyms: B. Traven, Traven Torsvan, Hal Croves and Ret Marut. We changed the name Ret for Rut to add a rhythmic touch to the name, and Rut Marut was born. The graphic concept is based on Otto’s personality and his quest to hide from the press; this informed our decision to never show the logotype in its totality. We also use a black circle to ‘hide’ part of the design.”