Saint Lou’s Assembly

Identity & Branding

Brand identity, direction, and collateral for Chicago restaurant Saint Lou’s Assembly.

Located in Chicago’s Fulton Market, this nostalgic, cafeteria-style eatery takes cues from the classic “meat and three” dining experience. With a concept inspired by owner Bruce Finkelman’s grandfather—a meatpacking factory operator whose workers dined at similar establishments through the 40s and 50s—Saint Lou’s Assembly required a branding system that was bold but still reminiscent of simpler times. To fit the theme, we incorporated hand-painted signage and various media exhibiting the “get a job, you lazy bum!” tone that reminded us all of our grandfathers.