The North Star team came to us with a name and vision for the type of spot they wanted to be. Inspired by a legendary dive in South Dakota, the original North Star was centrally located in the middle of nowhere; a place where folks from all walks of life could come together to take a load off.
Located at the intersection of all the places you want to be, we needed to create a brand that demands a pitstop. A beguiling local watering hole that can serve both lifers and passerbys.
Once the brand strategy was complete, with everything from positioning to taglines, we got after the visual brand identity. Personifying this place of unorthodox hospitality with a winking cowgirl mascot, a fleet of icons, and custom script wordmark.
We were fortunate to come alongside their architects for the buildout as well, adding a layer to the way this brand will come to life in their space.
Brand Strategy
Brand Identity
Logo Design
