Food & Beverage


From hole in the wall to neighborhood watering hole


An underperforming restaurant can drain a hotel. Such was the case at a branded property in Menomonee Falls, WI. The owners needed an entirely new concept to draw locals and keep guests coming back. It was on us to find that secret sauce.

See The Story

The Client

  • Hostmark Hospitality
  • Milwaukee, WI

What We Delivered

  • Art Direction
  • Brand and Identity
  • Brand Experience Consulting
  • Copywriting
  • Email Marketing
  • Environmental Branding
  • Illustration
  • Naming
  • Photography Art Direction
  • Printed Collateral
  • Social Media

Embrace the roots of your tight-knit community.


Named after the forefather of ice harvesting in the Menomonee Falls area that brought industry and life to the otherwise uneventful area, Waterlin Coffee Bar & Bistro aims to do just that: bring life to an area that isn’t a known hotspot in the Greater Milwaukee area.

With proper branding, Waterlin went from outdated to history-centric and a money pit to a neighborhood watering hole


Locals often tell us exactly what they’re looking for. After talking with the Chamber of Commerce and conducting our own market research, B&Co. found some strong consistencies. These inherent characteristics of the people and places surrounding the hotel gave us our inspiration a concept that would transition from morning coffee shop to late-night hot spot.The former space was nothing spectacular. The bar was configured uncomfortably, the ambiance was outdated and there was no story to be told. Looking to turn a profit, our team was hired to develop a complete concept, create a compelling brand story and direct the interior space.

Understanding that the locals love “The Falls,” our team relied on its own history and developed a concept and visuals that pays homage to its ice harvesting industry.