Mac’s Local Buys started as a concept in organizing cow-shares sourced from local farms. He needed branding for a wide range of applications, from hanging banners and social media to package labels, t-shirts, and flyers. To fit this range of needs, I developed a flexible identity system.

A main logo that suggested a hanging wooden sign. The barn accent points to the farm-fresh nature of his products—and left room for the business to grow beyond local meats to local produce, eggs, and more. Soon after, Mac opened his first burger joint, using these same local ingredients he’d been sourcing and simply called it Mac’s Local Eats. It’s regularly voted Best Burger in St. Louis, year after year. Branding was only slightly updated, replacing “Buys” with “Eats”.

The simpler version of the logo works well for smaller applications, while the “Mac’s” cow t-shirts have become a familiar icon in local foodie circles and at Mac’s restaurant.