Foxtrot

AMS partnered with Blue Collar Restaurant Group to define the direction of a new restaurant concept: an all-day eatery on Bozeman’s up and coming west side. The brand and deliverables had to communicate the restaurant’s focus on high-quality, farm-to-table food served in a fast casual way.

AMS designers drew from the retro diner look and feel, balancing it with the color palette of a traditional fast food chain to communicate the combination of fast and fresh.

Today, Foxtrot offers something unique: fresh, local, nutritious food and house-roasted coffee in a communal space where you can sit and relax or grab a quick bite before continuing on with your day.

*Neon signage by Erik Nelson “Ole”

Scope

Brand Exploration
Brand Strategy
Brand Positioning
Brand Identity
Naming
Messaging,
Menus Design,
Poster
Uniforms and Disposables
Business Set
Signage*

awards

Result

A unique, inviting eatery with a defined brand and direction that complemented their fresh, fast and nutritious fare.

Challenge

Fast-casual and nutritious don’t typically go hand-in-hand. We had to challenge this misconception to appeal to the restaurant’s potential customers.

goal

To give the centerpiece of The Market Building an exciting and memorable vibe, creating a space where patrons gather to relax and enjoy nutritious, convenient food.

approach

The Hardy team drew influence from retro diners, aiming to create a nostalgic vibe that still felt relevant and fresh, just like their food.

Packaging

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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