Creative Direction: Mike Spakowski
Art Direction: Katie Werges
Copywriting: Julie Rechtien
Located steps away from Busch Stadium in St. Louis, Missouri, The Midwestern pays homage to America’s heartland. Different from traditional barbecue joints, this restaurant has sit-down service and a sophisticated bar menu in addition to modern twists on barbecue classics.
Finding inspiration in the hardworking, straightforward personalities the region is known for, we created an identity grounded in boldness and simplicity. In addition to the clean lines and no-nonsense typography which form the brand’s foundation, imagery of state animals, classic midwestern foods, camping equipment and nature add a lighthearted touch. Taken from the logo, the “M” quickly became a symbol of the brand, appearing everywhere from the custom glassware to the larger-than-life murals.
Featured on: UnderConsideration, Grits & Grids