The folks behind Sidewinders American Grill already had the restaurant business figured out. They came to us for help with their brand identity.
Owners Joe and Denise Rice were running successful restaurants in Jackson, Wyoming when they brought their concept for Sidewinders American Grill to Bozeman. They want community members to know they are dedicated to serving them great food in a welcoming atmosphere. Our job was to convey their dedication to the Bozeman community as well as the Marine values on which the restaurant was founded.
Soft Good Design
Bozeman, Montana and Jackson, Wyoming
A clear brand identity helped define Sidewinders as a local, family restaurant founded on Marine Corps values.
Creating a clear connection to the Marines, as well as overcoming the misconception that the restaurant is a chain.
To provide a more authentic connection to the restaurant’s Marine Corps heritage, and set it apart from the busy Bozeman restaurant scene.
We highlighted the heritage and values of the restaurant, using the Marine Corps bulldog mascot as a logo to clearly create a connection to the Marines.
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.
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.
The longest line you’ll see comes from a reel.
Big ideas are best discussed on the back of a pickup.
“Regardless of how good you are at what you do, there is one universal truth in business: Perception is reality. Working with Hardy gave us the opportunity to sculpt our customers’ perception of our business through the brand development process. Our brand is now a complete package with a consistent look and feel throughout logos, web, operational items and merchandise. The look & feel of ‘complete’ branding is something you don’t know until you see it. But when you do, you’ll agree it’s worth the investment. ”