Idol Wolf

Spanish Tapas


Brand Strategy
Logo Design
Print Collateral
Visual Brand Guidelines


21c Museum Hotel

Longitude° was selected to develop the brands for the three unique spaces within the new 21c Museum Hotel in St. Louis, Missouri. One of which was Spanish tapas, chef-driven restaurant & bar on the ground floor. In collaboration with the ownership, operations, and corporate brand teams we begin to build out the vision for this restaurant concept.

Our strategists, writers, and designers dug deep into the story of the neighborhood, studied the history of the building itself, and used the location as a source of inspiration. The final brand identity was the result of several months of careful research, study, exploration, and concepting.

“Idol Wolf evokes feelings of a brazen life, idyllic warmth, a nurturing spirit, and a mother’s instincts. This can closely relate to the feelings we want our guests to have as the enter into the warmth of the restaurant. With deep red and ochre accents, intimately lit spaces, and mixed materials of dark wood and metal, this restaurant can even create an atmosphere of dwelling in the den of the she-wolf herself.”