We developed a cheerfully warm identity for Dave Bailey’s much-anticipated burgers-and-shakes spot — a down-home kitchen smack-dab in the middle of downtown St. Louis.
HOME ON THE RANGE
The name we created has a few different meanings: the range of options on the menu, the cook stove range, and the open, natural landscape — the range out on the farm. (All the beef here is grass-fed, free-range, and local). We knew, though, that we wanted to steer clear of all the clichés that can zap the joy out of those very meanings. No Western type. No longhorns.
From the identity to the menus, signage, and clothing, we sought to create an authentic, warm, and cheerful vibe for a place you’d be happy to come with your family, have drinks with your friends, or end the evening with a freshly made shake. Art of the Menu called the work “highly lickable.”
HOW International Design Awards, Brand Identity
AIGA St. Louis Design Show, Brand Identity
Best of 2012
Art of the Menu, Menu Design