Artful frozen cocktails. Artful friggin’ brand.
Snow & Company is much more than a bar. Located in Kansas City’s Crossroads District, down the street from the stunning Kaufmann Center of the Performing Arts, Snow & Company is part of Kansas City’s cocktail revolution. Artful frozen drinks, fresh ingredients, premium spirits, and a brand carefully designed by Johnny Lightning Strikes Again.
When we first sat down with the entrepreneurs behind Snow & Company — all MBA students that met in graduate school — they outlined their vision for creating a bar & restaurant that offered something unique. They wanted to provide premium frozen drinks to an underserved market, and to do so in an environment similar to that of your favorite coffeeshop. Relaxed. Modern. Intelligent. Their concept was focused, and they knew that it would be an uphill battle if they didn’t find a way to capture it in their brand. Branding was so important to their vision that we were hard at work long before they even found a location.
When we began, we had a blank canvas and knew that we not only had to fill it with something special, but it had to translate to everything they’d need to present Snow & Company to the world — logo, signage, print, and web. The working name at that point was Snow Co., so we started by recommending a slight shift to suggest something more premium — less about making snow and more about something kindred and personable. We then went to work on the look and feel of the business. Because of their focus on natural and premium ingredients we chose to focus on tactile raw materials and textures. We used soft and muted color palettes because we wanted to avoid any of the cold harshness that can be brought on by high contrast. We looked for light grays to replace whites, and we put a little green in the blues to keep things feeling organic. Snow is an obvious and important element in their brand, but we knew that overemphasizing “cold” could result in slow winter months when being cold isn’t all that appealing. Once the logo and overall look and feel were in place, we were collectively able to apply it to all the necessary assets. Exterior signage, employee t-shirts, in-store gift cards, menus and the web. Since we initially didn’t have a location to promote, the website was delivered in three iterations — an initial site to congregate their social output and develop hype, a beautiful splash page to announce their arrival, and the full site.
Snow & Company opened in October 2011 to great fanfare, as evident in great press they received and continue to receive. They’ve immediately become a go-to destination in Kansas City’s popular Crossroads District and seem set up to remain so for a long time to come.