Armstrong Saloon and Hotel, located in Armstrong B.C, challenged us to develop an iconic image which stays true to its western heritage.
We created an identity that draws inspiration from pioneer/frontier bars and saloons where the typographic nature of the logo is complemented via traditional elements. We designed a typographic logo that reflects the vintage feeling of the building and traditional culinary concept while a series of emblems complement and unify the logo, while always maintaining the brand’s sincere and classic feel. The color palette is kept monochrome, allowing colors, such as yellows and golds, to be used to add contrast and accents when necessary in future advertising – keeping the balance between freshness and quality. The pattern that complements the brand applications was designed to remind us of a stylish western themed Saloon.
The brand’s system offers an integral brand experience, where the enjoyment of food, good drink, love of tradition, and spending time together meet at the same place.