We experimented with highlighting the facts on the barware and in details sprinkled throughout the space. Twelve states make up the Midwest, and each one boasts its own state bird, state slogan, state plant. The simplistic lines paired with the text provide the Midwestern team a scalable way to maintain consistent branding, from social media posts to future iterations of menus and signage.Īs proud as we are of our city, we knew the branding needed to reflect more than just St. The signs and text used throughout the restaurant don’t beat around the bush-while still being polite. Inspired by heartland-raised, working class people, the language is confident but uncomplicated. Words play a big part in The Midwestern branding. A towering M on the front wall would greet visitors and the red M throughout-sometimes oversized and obvious, other times small and hidden-reinforces the branding. We started by creating expressions of the logo, and from there, using the M as a seal of the brand. ![]() The Midwestern’s name gave us some great material to work with: the M. Not cliché and corny, but a salute to the hardworking people, fruitful land and honest culture of the flyover states. The Midwestern’s branding needed to be a more modern, straightforward take on the Midwest. But it was too kitschy, and not fresh enough. ![]() The concept was enjoyable to work on and was a crucial part in the journey toward the final project. Jensen from down the block to bring out her coconut cream pie. The weave of patio chairs etching ridges into your skin while you waited for Mrs. A sense of nostalgia, of neighborhood kids running through the sprinkler as dad wore tube socks while manning the grill and mom fixed potato salad in the kitchen. Our first thought was of barbecue culture as a social event, in the backyards of America during the 1950s. For a while we toyed with calling it “The Midwesterner,” but ended up dropping the -er. The team at 1000 Spruce had floated the name “Midwestern” when they initially shared the concept with us. It’s literally the starting point for the entire brand identity. Naming can be a difficult part of the branding process. Either way, people have grown accustomed to the norm.įor the concept’s branding to be outstanding, we needed to stand out from the crowd.īut first we needed a name. ![]() When you think of a barbecue restaurant, you might think of two things: checkered table cloths and iron pigs. With these unique factors in place it was time for us to make something unique of our own. This would give the brand instant street cred. It was a secret, but Ben was closing down Big Baby Q and partnering with the 1000 Spruce team to run the food program at the new restaurant. How highly acclaimed? Food & Wine Magazine proclaimed his creations as “The Best in Missouri,” beating out everyone else, including our neighbors in Kansas City. Louis.īen is the highly acclaimed chef behind Big Baby Q. The concept pairs great barbecue with a sophisticated bar program in a space that would become the largest barbecue restaurant in St. The second factor was their differentiator-a more formal barbecue experience than the city is used to, one where you don’t have to stand in a long line and pick up your food at the counter. They are like machines for great customer experiences, not to mention non-stop social media marketing. The first is that the guys behind 1000 Spruce are exceptionally good at running restaurants and nightlife venues. There were three big factors working in our favor. ![]() So how could we open another barbecue restaurant and be unique? What would make this one different from the rest? From giant names like Pappy’s, Bogarts and Sugarfire to favorites like The Shaved Duck, Salt + Smoke and BEAST (plus many, many more), there’s no shortage of great barbecue joints in this town. Louis has an abundance of, it’s good barbecue. (Above: The space before demolition began.) …but different. And the icing on the cake: the building has a direct view of Busch Stadium, so it’s the perfect place for fans to hang out before and after the game. The new restaurant would be at the corner of Spruce and 9 th, previously occupied by Flying Saucer, featuring a giant outdoor patio and live music. We met with the team and listened to their vision of a more upscale dining and cocktail experience centered around a Midwest favorite: barbecue. We were excited to hear about their latest concept. We had an awesome time working with them–they’re always very collaborative and open to our out-of-the-box ideas. We’d met them a few years ago when they brought us on to design the brand identity and interior of Start Bar, an arcade bar that has since become a nightlife destination. Last summer, we got a phone call from Stephen Savage and the partners of 1000 Spruce about opening a new restaurant, half a block away from their already mega-successful ventures in downtown St. The Honest, Straightforward Story of Branding The Midwestern
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