Well into the final stages of development, the ownership group of Hotel Indigo St. Louis approached our agency to help bring their initial branding to life for a swanky rooftop bar. The concept had been defined and named: Inspired by the imagined home of famed architect Eero Saarinen, designer of the Gateway Arch, Eero’s Penthouse would feature classic craft cocktails inspired by the Golden Age of Cocktail Culture. We were tasked with creating menus and supporting collateral that would build upon the initial branding and support the bar’s business goals.