A hip new cafe recently exploded onto the St. Louis culinary scene, and it’s on a mission to serve up delectable breakfasts and luscious lunch treats to hungry commuters and lunchers Downtown! The new kid on the block – McMurphy’s Café, is ready to serve St. Louis with their crafted menu and tasty snacks, but that’s not the only mission they’re on…
McMurphy’s Café is the vehicle through which St. Patrick Center helps their clients – those dealing with homelessness and mental disabilities – develop restaurant skills as they work to reclaim their independence. Formerly McMurphy’s Bar & Grill, McMurphy’s Café reached out to us for help with evolving their brand identity.
With construction of the café underway, and plans to open in the St. Patrick Center’s building in early fall, there was little time to waste. After an in-depth Discovery session with the McMurphy’s team, we went to work creating a brand that supports their concept and cause from the inside out.
“We live our mission, and we wanted our customers to be able to feel that deeply rooted and critical purpose. The impact that McMurphy’s Café has on the lives of our clients and broader community needs to be tangible,” reminded Tom Etling, Chief Executive Officer at St. Patrick Center. “That’s exactly what we were able to realize with Paradigm.”
Paradigm donated time, ideas, and a fresh brand identity for McMurphy’s, because we love what they do and want to make sure they flourish.
Designer Rachel Gibbens weighed in on her inspiration behind the logo concepts, saying, “For the McMurphy’s logo, I wanted to reflect the fresh, healthy food served at the café while also connecting with St. Patrick’s Center. With the leafy green color and gestural clover logomark, the logo evokes fresh food (such as produce from St. Patrick Center’s urban garden project), and relates to the
St. Patrick’s Center mission. The type treatment also works with the logomark to create a clean and friendly aesthetic.”
Thoughtfully designed with clean visuals, an inviting tone, and upbeat colors, the crisp green shamrock logo introduces a fresh, new McMurphy’s image to St. Louis. “Once Paradigm came up with the logo, McMurphy’s Café really came to life,” recalled Etling after the café’s grand opening.
From the logo we were able to create identity guidelines, build welcoming signage and environmental graphics, and create a mobile-friendly website, that is visually approachable.
Working on insightful, exciting projects like this reminds us why we love doing what we do and giving back to community projects that enrich us all. A huge thanks to the dedicated crew at McMurphy’s Café for reaching out to us to be a part of such a fun, important branding project!