About
Co-founder of Mouthwash Studio, where his practice centres on creative strategy. He helped build the studio around the intersection of strategy, creative direction and design, collaborating with emerging businesses and cultural projects.
SourceSelected articles & interviews
Mouthwash Studio: Brushing it up
Alex Tan and Abraham Campillo discuss creative strategy, building a studio and developing a point of view.
In their own words
More than a product silhouette, a celebrity co-sign or a campaign launch, what makes Bonnie Clyde special is the team driving it forward.
Rather than relying on a single visual cue, we wanted to create a world rich enough to reward curiosity and invite exploration.
There is no right way, just the creative way.
Design isn’t really just about producing output.
The best design is experienced, not just seen.
Every time we posted a podcast, we'd come up with some new and unique way to visually promote it through graphic and motion design.
We try not to think about ourselves as a service; we are a product that people pay for, and I think that perspective makes us really unique.
To only commit to client work, to playing it safe, and sticking with what we know works, is like trying to drive while only looking in the rearview mirror.
Articles & interviews
- Site Takes Short End-of-Summer Break, Returns September 8
Mouthwash Studio rebranded Los Angeles eyewear label Bonnie Clyde with a Shakespearean identity built around love, fantasy, self-expression and the brand's existing exploding-heart symbol. The studio developed strategy, a bespoke Lombardic-inspired wordmark, a mythology of illustrated symbols, digital and motion work, and a website, supported by extensive research into medieval manuscripts, churches and historic lettering. The final identity uses a restrained neutral palette with romantic named accent colours to foreground eyewear, photography and storytelling.
- There is no right way, just the creative way: Alex Tan on Mouthwash Studio’s multi-media projects
At Nicer Tuesdays LA, Mouthwash Studio co-founder Alex Tan discussed the studio’s approach to creative strategy and its work across multiple media, from visual identities to hospitality ventures. The talk emphasized flexibility and experimentation in creative processes, showing how teams can thrive without adhering to a single 'right way' of working.
- "Get Tickets for LA's First Nicer Tuesdays Event: Creative Talks & Inspiration"