El Primo Sanchez is the latest concept by the Maybe Group – an eclectic and colourful tequila bar in Sydney’s Paddington, serving up top notch cocktails, karaoke and a good dose of convivial hospitality from day to night.

The creative brief was to bring to life the character of El Primo Sanchez – the rogue and mischievous cousin from Mexico who inspired the venue and offering. Hints of his presence appear in unexpected places, from the Spanish exclamations on the light boxes, to the Mexican shrine-inspired collage and various bar items stamped ‘Property of P.Sanchez’. The mystery surrounding his persona, and his vivacious love for all things tequila and mezcal have formed the foundation for multiple brand deliverables waiting to be discovered.