McGill's Restaurant and Saloon

Nestled in the Gallatin Canyon on the doorstep of Yellowstone National Park is McGill’s Restaurant and Saloon, a delightfully out-of-the-way place to grab a bite to eat with friends or cozy up for date night. At its home at the 320 Guest Ranch, McGill’s longed for its own identity and a plan to move it towards its goals of being on the map as an approachable fine dining restaurant. Here’s a look at how we partnered with McGill’s on restaurant branding and website design and development to work strategically toward their goals.

Scope

Brand Strategy
Brand Identity
Website Design and Development
Photography
Menu Design

awards

Result

McGill’s authenticity shines through in every touchpoint. Past and present converge to create a unique dining experience. In every touchpoint, from their fonts to colors, website and voice, that story shines through, telling people what to expect and inviting a new generation of adventurers to “savor the detour.”

three versions of the Riverhouse logo side-by-side
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

Because of its location at the 320 Guest Ranch, people often did not know that the restaurant is open to the public. To address this, we needed to communicate McGill’s all-are-welcome attitude and speak to the restaurant’s dedication to providing seasonal, local meals year-round.

goal

Position McGill’s as a culinary destination frequented by Big Sky and Bozeman locals and sought out by visitors to the area. Additionally, communicate McGill’s ability to bring the history of the restaurant and the 320 Guest Ranch where it is located to life through innovative, fresh recipes using classic Montana ingredients.

approach

To strategically position McGill’s as a locals’ hangout and culinary destination, we focused on the unique balance of history and innovation that makes McGill’s unique. Because of the restaurant’s history, we embraced that pioneer spirit to talk about the culinary approach at the restaurant.

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 friesRiverhouse RH monogram logo version in a circle
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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