Reimagining the Sports Bar Experience
Expanding the brand beyond wings and sports into a more
shareable, experience-driven destination.
Concept exploration for St. Louis Bar & Grill, part of the Aegis Brands portfolio, focused on expanding the in-restaurant experience through more social, competitive, and shareable moments. The ideas explore how the brand’s energy around wings, sports, and group gatherings could evolve into distinctive guest experiences that encourage repeat visits, drive social engagement, and strengthen the brand’s personality inside the restaurant and online.
Wings & Riffs
Pairing bold wing flavours with iconic music genres
An integrated brand platform that connects St. Louis Bar & Grill’s signature sauces with the energy of music culture. Each flavour is paired with a genre identity, turning menu items into part of a larger cultural experience. Guests can scan QR codes on menus or packaging to access curated playlists, while select locations host local bands or acoustic sets. The concept transforms a simple meal into a social moment, blending food, music, and community into a campaign designed to drive repeat visits, shareable content, and deeper brand connection.
A ten-wing sampler that escalates in heat with every bite, turning a menu item into a playful rite of passage. Guests move through increasingly intense sauces, each with its own personality and branding.
The experience blends flavour, competition, and social sharing, transforming wings into a memorable challenge that encourages repeat visits and friendly bragging rights.
Inspired by the popularity of shows like Hot Ones, the concept also opens the door to a retail extension. The Gauntlet lineup could evolve into a branded sauce collection sold in restaurants and eventually at retail, expanding the St. Louis Bar & Grill brand and creating a scalable new revenue stream.
The Wing Gauntlet
A heat-scaling wing challenge inspired by the culture of Hot Ones
Famous & Saucy
Where wing culture meets Canadian culture
A social-first content series pairing St. Louis Bar & Grill’s signature sauces with recognizable Canadian personalities from music, sports, and entertainment. Short, casual interviews explore wings, life, and flavour through relaxed conversations filmed at home, in restaurants, or behind the scenes. The format blends food, personality, and storytelling into authentic content designed for social sharing and cultural relevance.
The concepts in this section explore ways hospitality brands can extend the guest experience beyond the menu and into culture, atmosphere, and community. Concept visuals were developed using AI-assisted tools to rapidly prototype environments, campaigns, and brand moments, helping bring the thinking to life quickly and visually. Like any creative technology, AI is simply another tool in the process. The ideas, strategy, and storytelling remain the result of human creativity and experience.