Project Type { Brand Design
What Open Range Dining Looks Like Today. Another OFB Business Venture.
When restaurantuer Jason Boso (of Twisted Root Burger Co.) approached us about branding his latest concept, Cowboy Chow, we immediately asked the question...Can we get in on that? On rare occasions it makes sense for us to partner up with a client and create an equity deal. Jason is one of the most talented, and honestly modest, restauranteurs we have met. Twisted Root is a favorite OFB lunchtime spot and this was our chance to help create a new restaurant that combined Jason's unique food talent with our culture creation and design.
Cowboy Chow "open range dining" is a concept inspired by chuck wagon cooking, which was started by a Texas rancher in 1866, Charles Goodnight. A chuck wagon was originally a mobile kitchen that carried cooking equipment, and food, also known as “chuck”, for the nomadic workers like cowboys and loggers. Often the cowboys were given the tougher cuts of meats which needed long hours of cooking in order to break down the tissue.
The brand design mixes vintage tex-mex restaurant with modern chic. Vintage wallpapers, hand painted murals and wooden signs, modern lighting, and orange benches compliment Jason's open range cooking served in cast iron skillets.
This partnership makes OFB a partial owner in Jason's restaurant group (Twisted Root, Cowboy Chow, and future concepts). We are focused now on opening additional locations, refreshing the Twisted Root brand for expansion, and developing a third concept, and eating as much hot cowboy chocolate chip cookies with homemade open range vaniller ice cream. See pic.
Design Birth Place: The design for the Cowboy Chow branding was initially conceived in the village of Arroyo Seco, New Mexico, at the kitchen table of an adobe rental house, about 4pm, drinking a mexicana mocha from THE BEAN, no shoes, in a wooden chair, Windows open.