Working with Melbourne studio Playground, I wrote the about us story for new-kid-on-the-Fortitude-Valley-block, Baja. To create the modern Mexican restaurant’s story, I simply had to call on my burning love for all things Mexican. When writing for restaurants or cafes, my aim is to transport the reader – if only for a moment – to a daydream where they’re eating, drinking and savouring the scene I’ve set with a few juicy, delicious, carefully chosen words.
In addition to Baja’s story – which comprised both the brand story and a spiel on Baja’s approach to fresh and local ingredients – I was tasked with creating a few key messages/taglines.
Lines such as Cali vibe in the valley, A little heat never hurt nobody and Certified spice slinger are peppered across the site.
(*Note the spelling of ‘chilli’ as ‘chile’ was the client’s request.)
Above: Pull up a seat. Kick back. This is where we unwind and indulge. It’s that stepping-off-the-plane-in-a-foreign-city vibe, it’s the weight of a mezcal margarita in hand, it’s a SoCal breeze on a Brisbane coast.
Baja is life at ease. It’s the scent of hard-to-find spices, the aroma of prime cuts grilling in all their glory, plates heaped with the charred, juicy and traditional with a whack of the unexpected – and fresh seafood for days. Life full-flavoured and hyper-coloured, with lashings of lime. Welcome to Baja.
Above: At Baja, ingredients are king. Each dish announces an appetite for adventure while rooted in the principles of SoCal Mexican: fresh and unfussed, carefully prepared with skill and passion.
Locally sourced ingredients meet on plates shared between friends, bold flavours dripping with creativity, bundled in a fresh tortilla and finished with an all-the-way-from-the-motherland kick of chile. Baja is life full flavoured.