Lucy Quinn & Little Lucy: A Mouthwatering Homage to a Matriarch
How we honored a family legacy and positioned a celebrated chef to embark on his most high-pressure gig yet.
Photo Credit: Kevin A. Roberts, St. Louis Magazine
Challenge
Ben Welch has a stacked resume and an adoring fanbase. But as the James Beard nominee prepared to open his first-ever concept as head chef and owner, he needed to establish a new brand befitting a new era.
Insight
Ben’s maternal grandmother, Lucy Quinn, had a life before she was known as “Nana.” The split-concept destination Ben designed in her honor needed to represent both versions of Lucy: the warm sophistication of an elaborate family meal on one side, and the energy of late-night impromptu gathering on the other.
Solution
We created twin brands for twin flames. (Ben and Lucy are both Geminis, and even share a birthday.) Drawing inspiration from Lucy’s own signature, we built out a library from her script and then updated Ben’s iconic cardinal Q, a holdover from his pop-up days, to create a bold bridge between the earliest iteration of this dream and its brick-and-mortar manifestation.
We met Ben the same way we meet a lot of our friends: Stalking new liquor licenses. When we discovered that someone was taking over the expansive old Beast location in the middle of Saint Louis’ vibrant Grove neighborhood, we jumped at the chance to be part of its new chapter. One DM and a casual meeting later, we were poring over artifacts and pulling materials. (And given that he could have hired anyone, we’re eternally grateful that he gave us a shot.)
The Brand(s)
Knowing that each concept needed to represent a different side of the same woman, we decided to use her actual signature as a uniting foundation. By employing different materials, textures, and color palettes, we were able to achieve distinct vibes that were still all Lucy.
Lucy Quinn has a sophisticated, slightly upscale atmosphere that encapsulates the influence Lucy had on Ben’s long culinary career. It’s also an homage to her Mississippi roots, with cornflower blue accents, antiqued gold, and an incredible personal collection of artwork.
Little Lucy is its rowdier counterpart, a testament to Lucy’s youth swathed in the neon glow of hot pink on black. It begs for boisterous conversation and, just maybe, a dance party to break out among the booths.
The Space
Once the branding was in place, we collaborated with architects and designers MIN+ to soften the concrete-and-metal interiors and set the mood.
A custom mural across the west wall of Lucy Quinn captures the eyeline on entry and features various Easter eggs and callbacks to Ben and Lucy’s shared history.
A custom neon on the Little Lucy side gives the space a distinctive (and highly flattering) pink hue that complements the hot pink bar stools we wouldn’t let go. Outside, custom hand-painted signage (by us!) on both facades complete the transformation, along with an enormous wrought metal “Q” that invites passersby to investigate.
The Rest
A shared website prompts users to pick their vibe, with a clever hover state that unites both concepts.
Menu designs maintain the distinction between spaces, while allowing for easy updates by management to accommodate an ever-evolving selection. Branded elements like the interlocking LL can be found burned into smoked cocktail boxes, while the mysterious Q mark is encased in oversized ice cubes and embossed on paper.
Fittingly, there’s no shortage of little things to appreciate.
Results
Since its unveiling, Lucy Quinn and Little Lucy have received glowing reviews from local and regional food media. Of his collaboration with Grown, chef-owner Ben Welch says: “I feel like we’re onto something here. I could tell from the beginning that I was in good hands.”
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