The creators of Farmacy came to Hardy with a concept for a plant-based, fast casual restaurant on Bozeman’s west end. They wanted to create an accessible, comfortable space where patrons of all ages could enjoy a fast, nutritious meal to go or dine at their cozy, inclusive space. In the active, health-conscious and growing community of Bozeman, the founders knew a great opportunity existed to provide an option for this specific group.

They also knew they would need to challenge the misinformation around plant-based eating and show patrons that plant-based foods can be unique and satisfying enough to fuel a busy day. In addition to providing tasty custom bowls, Farmacy has a full selection of pastries and grab-and-go snacks for morning and beer and wine for evening patrons, providing options for busy families and individuals alike.


Brand Exploration
Brand Strategy
Brand Positioning
Brand Identity



Bozeman’s first plant-based eatery, complete with a brand that visualizes and communicates the deliciousness of the food and the restaurant’s inclusive vibe.


Many people are unfamiliar with or misinformed about plant-based eating. The brand would have to help communicate that the food is satisfying and delicious.


Get patrons excited about eating plant-based and educate them about the possibilities of eating food that is both nutritious and satisfying.


We incorporated fun, approachable brand elements, like vibrant colors, a playful icon and an unexpected tagline. These items all communicate the freshness, energy and variety of the food.


The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.

Reason no. 8

The longest line you’ll see comes from a reel.

reason no. 12

Big ideas are best discussed on the back of a pickup.


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