Branding and visual identity for this award-winning rustic-chic hangout, featuring craft cocktails and seasonal American cuisine.


An upscale neighborhood lounge featuring  a compact menu of seasonal New American plates complemented by innovative cocktails and a robust beer and wine selection. The cuisine highlights the best ingredients and produce Colorado has to offer. Proudly partnering with local farmers, foragers, and purveyors, The Way Back creates a constantly changing menu focused on seasonal availability, responsible husbandry, and organic, perennial agriculture.

We started by crafting a cohesive and inspiring Brand Profile so that everyone on this new team could align around a strong set of core values. The logo and visual identity followed, along with a menu design that utilized the iconic farm scene mural. The branding was applied to coasters, business cards, t-shirts, baseball caps and will soon become a neon sign on the exterior wall.

The Way Back is a thriving hotspot on the Denver social scene and recently won Westword's Best Cocktail Bar 2017. Their commitment to local farmers and building sustainable regional food systems is helping ensure a vibrant, progressive future for the Colorado food and beverage industry.

Creative Director: Lee Robinson
Mural Graphic: Loren Lujan of MASV
Interior Design & Fabrication: Raw Creative
Photos: Dag Larsen, Becca Ann Fogg & Megan Swann