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Wyoming's landmark watering hole.

Cowboy Bar

For long-time locals and first-time visitors alike, Jackson's most recognizable hot spot and famed stomping ground has a reputation that proceeds it. The rebrand for The Million Dollar Cowboy Bar focused on linking the brand's heritage to its future.

  • Visual Identity
  • Graphic Design
Million Dollar Cowboy Bar

A brand built on cowboy culture, Jackson Hole heritage and a little rowdy entertainment.

Generations of cowboys, entertainers and Jackson Hole explorers have wandered off the Town Square boardwalk into this bar for a night of dancing and entertainment. Today, The Million Dollar Cowboy Bar continues that tradition by brining the finest country entertainers to the stage of their famed establishment, which is still decked out with saddle bar stools, stain glass chandeliers and knotty pine woodwork.

The bucking bronc lives on.

TMBR drew inspiration from The Million Dollar Cowboy’s famous neon sign, easily spotted from anywhere on Jackson’s Town Square, featuring a bucking bronco rider, and paired that iconic with definitively bold and Western fonts that visually tie the brand to its heritage. The color palette is inspired the leather and woodwork that adorn the bar, bringing more of the physical experience into the brand.

The old West of days gone by isn’t so distant here in Jackson Hole.

Ranch hands still work the land and livestock on ranches across Wyoming, and cowboys and city-slickers alike can still brush shoulders with the town folk, shoot a game of pool, cut some rug on the dance floor and take in live entertainment at this landmark watering hole. Just like they have for decades.