Tuesday, July 5, 2011


We’ve been working very closely with our client, Ameristar Casinos over the past year or so, to re-brand several of their amenities across the country. Today, we are sharing with you, one of these transitions. From Prairie Mill & Pearl’s Oyster Bar to Bella’s Bakery & Cafe! The project included, naming, identity development, menu design, and a complete signage package for two different locations.

Ameristar wanted to be able to capitalize on the strengths of our original brand identity for Pearl’s Oyster Bar. So, we developed a name that would allow for the extension of the “story.” Much of the visual language developed for Pearl’s was used in the new re-brand; colors, typographic styling, and shapes remained true to the Pearl’s look & feel. This transition was customer friendly, as it remains familiar to the Ameristar guest. 

This new signage design required 
not only a new name and identity, 
but also needed to signal a change 
to the guest. Guests were use to
being seated and having a server 
wait on them. Now they would be 
experiencing this venue differently, 
cueing into a line and ordering at 
the counter. To help facilitate ease 
of use, we designed convenient
streets cape menu boards which 
incorporate “to-go” menus as well 
as easy to ready, accessible cash 
register wrap menu boards.