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.”
“Welcome home to the wide-open spaces of Baileys’ Range. The tall format leaves room for the eye to graze, seldom is heard a discouraging word about the deliciously hand-drawn sundaes and the skies are not cloudy all day.”
— Art of the Menu on the Baileys’ Range Menu