Monarch Restaurant & Wine Bar entered the St. Louis scene with a distinct philosophy: “Sharing food with another human being is an intimate act that should not be indulged in lightly.” Discussing their aims for the restaurant, they used words like warm, comfortable, inviting and contemporary. They wanted to be a long-standing pillar in the community, and promote a sense of family among patrons and employees. They also wanted to guide their guests into new and exciting dining directions. The Monarch brand needed to embrace this ethos.

Project 13 developed an elegant mark for the restaurant that reflects both a sense of culinary exploration and an attention to every detail. Weaving this design through dinnerware, kitchen signage, labels for the restaurant’s private reserve wines, and menus hand-crafted by a local bookbinder, the Monarch identity tells diners an inviting story about the fusion of food, wine and art.

Promotional vehicles bearing the Monarch brand, including magazine advertising, event announcements, and the restaurant web site, all reinforce these core values, and tempt dining denizens to come discover new adventures in flavor.