Blue Collar Restaurant Group operates several restaurants in Jackson, Wyoming and Bozeman, Montana. BCRG had previously worked with Hardy on several successful brand projects for their restaurants in Bozeman, including Tanglewood, Foxtrot and Sidewinders.
The group came to Hardy to find a way to unite the organization across states, staff and restaurants. They wanted people to know that they could expect the same level of experience at all of their restaurants. AMS developed a brand strategy and identity that clearly defined and communicated their values, providing a strategic and visual foundation that connects all of their restaurants.
The work we did with them will help guide the restaurant group in future decisions and align its company culture. Over time their community of customers and employees will know that Blue Collar puts service first.
Brand Identity
Brand Strategy
Brand Positioning
Business Set
Bozeman, Montana and Jackson, Wyoming
BCRG now has the tools to communicate who they are across their expanding network of restaurants.
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Develop an identity system that felt both structured and welcoming, incorporating the common values present in each unique restaurant.
Create a brand that communicates who BCRG is at its core, establishing a clear strategy that can trickle down to all of its different restaurants.
Define the brand strategy and pair it with clean, uncomplicated visuals that feel professional and approachable.
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.
