Challenge:
STL Barkeep, a St. Louis-based bartending service that elevates events by providing on-site cocktail and beverage solutions, felt like their brand identity wasn't keeping pace with their growing reputation for high-quality service and event experiences. A staple in the local hospitality scene, STL Barkeep has been around since 2017, and while they certainly have some brand recognition, they sought a refresh that conveyed their personality, professionalism, and a touch of St. Louis flair.
Solution:
We conducted a comprehensive brand strategy workshop that resulted in the refresh for STL Barkeep, focusing on:
Logo Extension: The original logo, featuring a cocktail glass, was well-recognized but lacked versatility. We created a suite of logo variations:
•Primary Logo: Retained the original design with minor refinements for improved clarity.
•Square Logo: Adapted the design for use on a variety of digital and print collateral.
•Icon-Only Logo: Simplified the logo for use on smaller applications like favicons, bugs, social media icons, etc.
Brand Colors: A new color palette was established, drawing inspiration from the St. Louis City Flag:
•Primary Color: A deep Prussian blue (#2D3D56) mirrored the blue used in the St. Louis City Flag, conveying professionalism and trust.
•Secondary Color: A warm gold (#FAC929) echoed the golden tones of the St. Louis City Flag's fleur-de-lis symbol, evoking a sense of celebration and sophistication. This subtle nod to the Lewis and Clark Expedition further connected the brand to St. Louis' rich history.
•Accent Color 1: A crisp white (#FFFFFF) provided balance and ensured clear communication across various marketing materials.
•Accent Color 2: A rich brick red (#A33422) was introduced as a tertiary color, inspired by the red brick buildings iconic to St. Louis' architecture. This added a touch of warmth, energy, and local flair to the brand identity.
Brand Typography: We defined a clear and consistent typography approach:
•Primary Font: Proxima Nova (sans-serif) was chosen for its clean lines and high legibility across all platforms. This modern font felt approachable and versatile for subheadings and body text.
•Secondary Font: DIN Condensed Bold (sans-serif) was selected for headlines and call-to-actions. Its bold, condensed nature offered a distinct look and complemented Proxima Nova for a professional yet approachable feel.
Brand Pattern: To further enhance brand recognition and create visual interest, we developed a brand pattern using the logo's central element – the cocktail glass. The pattern could feature the martini glass in various iterations:
Silhouettes of the martini glass in different sizes and orientations could be repeated to create a modern and playful pattern.
The martini glass outline could be filled with the brand's accent colors (white or brick red) for a subtle yet impactful pattern.
Results:
The brand refresh resulted in a more polished and cohesive brand identity for STL Barkeep. The extended logo offered greater flexibility for various marketing applications. The color palette evoked professionalism while maintaining a celebratory feel. The defined typography ensured clear and consistent communication across all touch points.
