Building Cottle Village: Where the Brand Meets the Land
When we first stepped onto the triangular plot of land that is now Cottle Village, I was struck that developing a new attraction is a lot like building a brand.
We start with what is essentially a blank slate. And from it, we create something amazing.
These two processes happened in tandem with Cottle Village, the latest project from Stephen Savage. We’ve worked with Stephen on a number of projects (most recently the Midwestern), so we know first-hand he can take a concept and run with it.
Since its opening, Cottle Village has quickly become a unique destination for St. Louis. It’s in the heart of Cottleville, about a half hour west of the city—housing a restaurant, whiskey distillery and tasting room, plus an outdoor stage for live music.
But let’s step back in time a bit, to a time when, like Stephen and his team, we needed to bring an idea to life.
Exploring the foundations under the trees
As we stood under the trees on the Cottle Village property, it was hard to remember we were a stone’s throw from neighborhoods and highways.
But as we wandered around the majestic trees and existing structures as Stephen and his wife, Emily, described their vision, it was easy to see how things would come together. The former nursery property had a certain appeal that was hard to ignore.
Even in its raw state, the warm, welcoming, close-by-but-a-world-away vibe came through loud and clear.
We knew it needed to be nostalgic, yet contemporary. To reflect an accessible, neighborhood gathering spot—but also a destination for special events. It will mean so much to so many people.
Stephen and Emily’s vision included using some of the existing structures—including a dramatic two-story stone fireplace that is now the centerpiece of the cozy restaurant. They’ve preserved as many of the tall trees as possible, too, along with the wide-open space that is now the lawn and concert venue.
Capturing the spirit of the land with the brand
Right from the start, we knew we wanted to capture what it feels like to stand on the property. A unique place, for one-of-a-kind experiences.
It’s a feeling expressed in the brand narrative for Cottle Village Farmstead + Distillery.
Grab your friends, and join us here, under these mature trees.
Enjoy chef-driven American cuisine.
Gather beneath the stars and in front of the stage.
And sip whiskey straight from the barrel.
All as we honor this land’s history as both a crossroads and a gathering place.
Take it all in. Make it your own. There’s no place quite like it.
This is Cottle Village Farmstead + Distillery.
As we dug deeper into the concept, we knew there needed to be a rallying cry of sorts, a simpler version to let people know that this is the kind of place where visitors can create their own adventures.
We gave a lot of thought to how to name each element of Cottle Village: the restaurant, the distillery and the stage. We thought about how people might plan their visit, the words they’d use. It needed to be unique—yet feel like a natural part of conversation.
Here’s where we landed:
The Tavern
Start your night or close out your celebration around the table, surrounded by good friends, great drinks and exceptional, locally flavored American cuisine.
The Still
Get an insider’s look at the region’s best master-distilled whiskeys and spirits. Go ahead. Trace the journey from ground to glass, and take a sip straight from the barrel.
The Field
Grab a drink and a bite to eat and join us under the stars, around the fire and in front of the stage.
Inspired by the Earth to bring the brand to life.
As they broke ground on the Cottle Village property, our work creating a restaurant and destination brand identity started to pick up. Inspired by the natural setting, we were drawn to earth tones and natural elements to set the tone.
We created a brand that would enhance every step of the visitor experience, from an initial impression on the website, through arriving at Cottle Village and spending the evening there.
Inspiration for the logo started simply enough, with a sketch straight out of Stephen’s brain. It’s a not-so-subtle nod to the existing structures at Cottle Village, showing not only what has been, but what will be an experience to remember.
From there, we imagined how to lead guests through the property, shaping their impressions wherever and whenever they experience the brand.
From an initial impression on a website to a sign that has echoes of a ranch out West, through every step of the visitor experience. Small wooden coins encourage a visit to the whiskey tasting room. Signs remind guests of upcoming music on the stage. Wayfinding directs people to the next step of their adventure. It’s all here.
Custom “badges” and “postmarks” play into the traditional nostalgic feel of whiskey and bourbon brands, while still bringing the new, modern vibe that will resonate with Cottle Village visitors.
Bringing it all together.
The buzz started as Stephen, Emily and their team guided the earliest stages of the project. It grew louder, of course, as buildings rose from the ground. As it took shape, the Cottle Village team took the elements we created and made them their own, finding new ways to apply this still-new brand in unexpected ways.
We’re thrilled to see the initial success of Cottle Village. Congratulations to the entire team. And be sure to join them, under the stars, for your next big event.
