A Brand as Strong as Its Burgers - The Old 85 Bar & Grill

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Client: The Old 85 Bar & Grill - Alexander ND

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Scope:
Brand Strategy, Visual Identity Design, Logo System, Typography Direction, Color Palette, Foundational Brand Assets, Brand Clarity & Direction

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Objective:
To create a clear, confident visual identity for an old-school small-town roadhouse bar — one that reflects its grit, friendliness, and reputation for the best burgers in North Dakota while giving the owners a brand system they could grow, advertise, and stand behind with confidence.

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The Beginning

The Old 85 didn’t need to invent a personality.
It already had one.

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This is the kind of place where farmers, oilfield workers, locals, and travelers all end up at the same bar. Where everyone knows everyone — or at least knows your order by the second visit. A cold drink, a great burger, and real conversation.

What they didn’t have was a clear visual identity to match that experience.

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The brand was relying on reputation alone — word of mouth, regulars, and consistency — but visually it wasn’t doing the heavy lifting it could. There was no unified look, no clear system, and no strong presence for advertising, signage, or future growth.

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They weren’t trying to be fancy.
They just wanted to be seen for what they already were.

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The Strategy

The strategy was simple — and honest.

We leaned into what made The Old 85 special instead of trying to dress it up:

• Old-school
• Small-town
• Friendly
• Gritty
• Dependable

This is a biker / roadhouse bar at heart — but welcoming, cheerful, and rooted in quality and consistency.

The visual direction focused on:

• A bold, timeless logo system that feels sturdy and recognizable
• Strong, hardworking typography that evokes durability and trust
• A color palette pulled directly from their values and environment: black, white, dark brown, burnt orange, military green, deep blue, and hits of canary yellow
• A system flexible enough for menus, signage, highway advertising, merch, and social content

Nothing trendy.
Nothing over-polished.

Just a brand that feels like walking through the door.

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The Results

The Old 85 now has a visual identity that matches its reputation.

They gained:

• A cohesive brand system rooted in quality and consistency
• A clear look and feel that customers recognize and remember
• A foundation for better advertising, signage, and visibility
• Confidence in how they show up — on the highway, online, and in person

The brand feels established because it is established.
Now it looks the part.

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The Takeaway

Branding isn’t about changing who you are.

It’s about clarifying it.

The Old 85 proves that you don’t need flash to stand out — you need truth, consistency, and a clear foundation. When your visual identity aligns with how people already feel about you, trust deepens and loyalty grows.

Great burgers.
Cold drinks.
A place people want to come back to.

That’s the brand.

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