Nestled in the lobby of Missoula’s iconic Historic Florence building, Cocktails & Coffee set out to create something special. A space that feels warm, modern, and effortlessly timeless. A café by day and a cocktail bar by night, the brand needed to communicate versatility without losing cohesion.


Ape Forge partnered with the team to bring this concept to life through a full branding system, signage design, menu development, and ongoing creative support.

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THE CHALLENGE

A dual-concept shop comes with a unique identity problem:

How do you build a brand that speaks to espresso at sunrise and cocktails at twilight without feeling disjointed?


THE FLORENCE TEAM NEEDED:

  1. A logo that captured the historic roots of the building and the modern warmth of the lounge.
  2. A brand system that could live on signage, menus, merch, and digital touchpoints.
  3. A menu layout that could grow with seasonal drinks and future cocktail expansions.
  4. A foundation for a long-term creative partnership as the shop evolves.

OUR APPROACH

Ape Forge leaned into the story of the Historic Florence itself — a landmark with character — and paired it with the sleek, contemporary feel of a modern café/bar.

1. BRAND IDENTITY & LOGO DEVELOPMENT


We crafted a logo that blends:


Classic refinement reflecting the building’s history.

Clean, modern typography that feels current and versatile.

A visual system that works for both coffee-forward and cocktail-forward usages.


The final mark became instantly recognizable, flexible across print, signage, and digital.

2. FULL BRANDING SYSTEM

We built a cohesive identity library including:

  • Color palette
  • Typography styles
  • Graphic elements
  • Iconography
  • Usage standards


This system gives the team a strong foundation as they expand into cocktails, events, and merchandise.

3. MENU & PRINT DESIGN

Ape Forge created:

  • Coffee & espresso menu designs
  • Seasonal menu updates
  • Cocktail menu layouts (for the upcoming expansion)
  • Small-format in-store signage
  • Table cards and promotional materials

Every piece was designed to match the refined-yet-approachable vibe of the space.

4. INTERIOR & EXTERIOR SIGNAGE

We developed signage that complements the Florence lobby’s architecture while maintaining the brand’s modern edge. From door decals to interior placards, everything feels intentional and cohesive.

5. ONGOING CREATIVE SUPPORT

We continue to support Historic Florence Cocktails & Coffee with:

  • Menu updates
  • Brand extensions
  • Creative strategy
  • Marketing design
  • Seasonal promotions
  • Website content & photography support

The brand is evolving quickly and we’re walking with them every step.

THE RESULTS

Since launch, the brand has become a standout in Downtown Missoula. The consistent identity has helped the shop:

  • Build early recognition among residents, tourists, and lobby visitors.
  • Establish a premium yet welcoming atmosphere.
  • Prepare for their expansion into full cocktail service with a brand that already supports it.
  • Maintain visual consistency across multiple mediums and updates.

The branding doesn’t just look good, it works. It captures exactly what the space feels like: warm, intentional, and unmistakably Missoula.



CLIENT PARTNERSHIP

Cocktails & Coffee remains an active Ape Forge partner. As their business grows, their brand will grow with them and we’re here to make sure every creative piece feels as timeless as the building they call home.