meet us in st. louis

St. Louis Bar and Grill wanted to breathe new life into their sports bar and make it appeal to more than just the regulars (we love you guys, but Mom and Dad want good wings too!). We sharpened the logo and dialled up the appeal of both the bar and the restaurant to make it more approachable to families and couples enjoying a night out. We created a whole new menu that changed the perception from a bar that serves food to a restaurant that serves drinks. In the menu, new food photography focused on appetite appeal and provided flexibility and versatility for franchisees. St. Louis now looks and feels as quality as the wings they’re famous for.

Identity, Packaging, Restaurant Packaging, Restaurant

Multiple St. Louis logo variations in red, white, and gold on a light background

retiring the athletic logo

The logo was complicated, featuring red and blue tones that really made St. Louis feel like a sports bar. We love a good sports bar like the next guy, but it has to be accessible by non-sports lovers as well. We eliminated the blue from the logo, and refined it by removing the athletic coloring and giving it a more proprietary word mark that instantly provided an edginess that feels more like the brand. The new logo has a much broader appeal and resonates with a larger audience – you could say it gets along with everybody.

Red St. Louis Bar and Grill logo on a red menu or sign background.
Open cookbook with crispy chicken and the title “EAT ’EM LEFT HANDED” across the pages

dialing up delicious

The St. Louis Menu was completely redesigned. Out with the heavily typographic design and in with gritty food pics that make you lick your lips…and your fingers. We got rid of the small, uninspiring photos and replaced them with oversized shots of table settings that get your gut rumbling.

Halloween “Deadly Deals” menu with black-and-red text, pumpkin accents, and “Get Started?” on a tan background
Assorted pizza slices, onion rings, and dipping sauce on a rustic table, with napkins and crumbs
Open magazine spread with bold red and white text over a dark, textured food-themed background

Throw in the occasional offside messaging, and this is a man’s menu that your better half can’t help but dig into. Food is always accompanied by beer or cocktails – just like in real life. Food descriptions are more colourful (like some of the language at the bar), creating even more appetite appeal and giving the brand more voice.

Western-style promotional ad with rifle, cowboy boots, and bold text “Drop the gloves, it’s go time.”
Red bar counter with glossy top and blue underlighting in a dimly lit lounge.

a restaurant for the wing lover

In the restaurant, we took a “less bar and more food” approach (hey, now!), recognizing that the existing design package appealed to men, but not so much to women and families. Guys need their space, but they’d also like to enjoy a good chicken wing with the fam, so we revitalized the bar to make it more approachable to a younger crowd and focused the restaurant on being a place for families and friends to grab a bite and a drink. We developed a design package, including signage, artwork, and decor, that existing franchisees can sink their teeth into, and gives St. Louis something easier to sell to potential future franchise owners.

Red neon “THIRSTY?” design with flames and the phrase “HOTTER THAN HELL” around a central bottle silhouette.
Red neon sign reading “Damn Thirsty?” with flame graphic on a brick wall.
Neon sign reads “WINGS THAT ARE HOTTER THAN HELL” in red, white, and pink lights.
Neon sign with red flames and white text reading “It’s 5:00 somewhere”
Neon Thirsty Shell sign glowing red and white on a brick wall
Black-and-white illustration of a person playing table tennis on a red background with partial white text
Black-and-white poster of a long-haired man with a mustache, overlaid with red flames and the word “FIRE.”
Pop-art split image of a horned helmeted face on red and orange backgrounds, with bold text across the bottom.
Black-and-white striped background with quote: “The trouble with referees is that they just don't care which side wins.”
Graffiti-style drawing of a cat face, UFO, hand-like symbol, and blood-dripping hand on a gritty poster background
Takeout chicken wings and fries in branded containers with a drink on a table

tantalizing take-out

We wanted St. Louis customers to bring home more than just food – we wanted them to take the brand with them. The new take out packaging ratchets up the appetite appeal with food photography in the same way the new menus do, but they also carry messaging that brings the spirit of St. Louis to whatever occasion calls for it.

Takeout box of fries and fried chicken wings with “DAMN” branding on a wooden table
St. Louis Bar & Grill Wings + Ribs cup filled with saucy chicken wings on a table

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