Located in the Hennepin Theater District, the Minneapolis location of American Burger Bar was trying to evolve from their current status as an overflow restaurant for nearby Rock Bottom Brewery, Crave, and Solera. In the face of deep-pocketed competition, ABB wanted to adapt their voice and positioning to a different audience.
Art Director Chad Scalzo and I wanted to give Rock Bottom its own unique identity–as the “home base” for young Dowtown bar hoppers. In keeping with ABB’s desire to continue with its Civil War theme, we were able to identify four of the war’s most memorable generals and create rallying “toasts” with consideration to their histories and personalities. Far from direct quotes, we wanted to stoke inspiration with our audience, portraying American Burger Bar as the central point from where evenings revolve.
In this iteration Chad and I combined several of the ideas presented to ABB into a series of lobby cards, having our generals call out the crowds that wouldn’t normally have thought of the American Burger Bar as a destination restaurant.