Silver American Advertising Awards, Northwest
Gold, American Advertising Awards, Northwest

Foxtrot

Hardy 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.

Our 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*

Location

Bozeman, Montana

awards

Result

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

Riverhouse event photography showing a couple eating BBQ togetherRiverhouse homepage mockup on an ipadRiverhouse Montana drivers license branded artwork with logo seal
three versions of the Security Title Co logo side-by-side
An image showing several of Security Title Co's brand book pages
Security Title Co merchandise and business set design
Image with the headline "we eliminate risk" above an illustration of two people putting items into a giant safeAn image of a mother and child with the Security Title Co logo in the corner
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.

Brand Launch

Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.

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.

Custom icon set done for the Riverhouse brand
Riverhouse BBQ food photography showing a BBQ sandwich and fries
low-contrast Riverhouse logo on blue backgroundRiverhouse BBQ menu designslow-contrast Riverhouse logo on brown background
examples of Security Title Co's website pages
Gif of various custom illustrations done for the Security Title Co brandA grid of the Security Title Co team members at community eventsCustom icon set done for Security Title Co
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Photo of riverhouse meat with tagline "It's a Smokin' Good Time" overlaid
An illustration of two people in front of a For Sale sign next to Security Title Co's tagline Grounded in Montana Rooted in Community

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