Popular Santa Fe restaurant, Cowgirl Hall of Fame Bar B-Q and Western Grill wanted a fresh, unified look playing off their already established kitschy, western vibe.

Owners had for years depended on basic desktop publishing software to create and update menus, advertisements, promotions and a semi-functioning website, etc.

COWGIRL            SENTRY            HAPPY RABBIT

We gathered as much research as humanly possible from the owners, employees and patrons. We also spent considerable time gleaning hundreds of amusing restaurant reviews on the web. It was revealed that the kitschy atmosphere (not the food!) was the number one reason people ‘ate’ at the Cowgirl.

Another strike was the name of the restaurant. Locals called it ‘The Cowgirl’, The restaurant advertised itself as ‘Cowgirl BBQ’. The sign on the building read ‘Cowgirl Hall of Fame’. Even the owners when asked, weren’t sure what to call themselves.

Creating order of all this visual chaos is a designers dream come true.

We immediately set to work on a complete and total makeover.

The goal in any makeover is to produce more happy customers and in turn boost revenue. We couldn’t control waitresses attitudes or the timeliness or tastiness of the food, so we focused on what we could control: The physical environment: Menus, packaging, decor, the entire look and feel of the restaurant.

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For having a good time, people preferred Cowgirl. It was a place to take friends who were in town and very popular with tourists. Many tourists stopped-in just to pick-up a souvenir. We saw a lot of opportunity.

INTRODUCTION

RESEARCH

PLAN OF ATTACK

GETTING SKETCHY

SOLUTIONS