Straight Outta Hell

The Hell Saloon of Hell, Michigan brings globally influenced cuisine to a funky and fun environment. Every inch of the building (a former saloon) was designed with a specific style that was applied to brand elements like Skelly C. Bones, the cartilage-challenged mascot.

  • Creativity 86% 86%
  • Attraction 84% 84%
  • Brand Development 100% 100%


The owners set out to attract tourists and locals throughout all seasons of the year. The goal for this bar and grill was to be both family and biker friendly, which seem at odds with each other. The challenge was to develop a brand that conveyed both.


We developed messaging to accurately position the brand and market to the ideal audience. To build a strong visual foundation, we designed the logo and mascot, print and promotional materials, and a menu incorporating the unique style of the brand.


Based on the strong brand development, Hell Saloon grew to be a popular dining destination beloved by both locals and tourists. A trip to Hell, Michigan is not complete without a visit to Hell Saloon, for bikers, families, and everyone in between.