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

Sidewinders American Grill

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.


Brand Exploration
Brand Strategy
Brand Positioning
Brand Identity
Customer Survey
Menus Design
Business Set
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.

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

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.

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.


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
“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. ”
Blane Woodfin
Managing Partner, Blue Collar Restaurant Group
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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