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One Shot Charlie's

One restaurant, 100 years of history brought to light.

Tucked away on lake Coeur d'Alene is a restaurant with resilience. This is a story of honoring a 100 year legacy while still pushing One Shot Charlie's forward. Whitney Hruza, the current leader and owner of this historic restaurant, champions the future one step at a time.

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We were approached by the amazing owner of One Shot Charlie's in early 2025 to help revive the businesses website to encourage visits to the restaurant during the summer months, and promote swag and products that help see the business through the less busy winters on lake Coeur d'Alene, Idaho. This restaurant was multifaceted, it's 100 year old history alone was enough to warrant a careful approach to the site. When you add in that they have live music and events to support their small-town community, operate a storefront that supports local businesses, and have sister businesses in the surrounding area that all work together—we knew that we had to create something extremely special. Not every day do you come by a restaurant that has good food, even less likely do you come by a restaurant that's been around for a hundred years.
"Where's Charlie", is a series that takes the historic One Shot Charlie's logo on a t-shirt through the world from fans everywhere. Coeur d'Alene being a tourist town brings a diverse crowd all looking to bring a piece of that small town feel home with them. One Shot Charlie's offers the ability to purchase swag with limited edition logos featuring Charlie himself (the original owner), classic pin-up girls and more. The owner of the restaurant wanted to bring that feature online, where you can purchase the swag for yourself and others. We built a comprehensive website, with the capacity for purchasing custom shirts on the side.

Process Breakdown

As with any of the projects we complete at our studio, we always begin with our trademarked Human Branding Framework discovery call. Our goal is to get the complete view of the brand of One Shot Charlie's— to discover the beating heart behind the business. Rather than interviewing the owner on mission statements and brand values, we break the business down into seven components based on human connection and behavior. In this way, we extract the necessary information to formulate designs and copy that is true to the brand. We want visitors of the One Shot Charlie's site to feel exactly how the owner sees the brand. Covering the comprehensive origins story that spans over 100 years, the beliefs and behaviors that validate them, the unique axis that forms the business experience, the signals that showcase who they are outwardly from logos to material used at the bar top, to the brand's future.
After finalizing the brand discovery with the client, we begin key research and strategy setting protocols. We create user personas, research local competitor behavior, and formulate a sitemap and plan that properly encompasses the needs of the client and the future of the brand discovered in the Human Branding Framework.
A hundred years is a long time to be around, especially as a restaurant. This restaurant functioned as a key local community area for that timeline. From even being burned down in a historical fire, to being rebuild and renamed. We contacted local town historians, reviewed old newspapers and interviewed the client and owner of the restaurant to ensure that the about us page covered the comprehensive story almost as a separate historical artifact alone.
We had one major goal with the design of the website for One Shot Charlie's: capture the heart the owner has for the business. This meant elevating an old style into something energetic, that merges still with the vintage style of the restaurant, merch and logos. From the home page, to photo galleries, historical about us pages, and a fun design for their menu that makes updates easy. We also designed and created a place for the events and concerts that take place where fans of the restaurant can sign up for notifs and receive notifications when they are local and events are occuring.
Developing the website meant being mindful of all of the integrations required to achieve the clients goal while preserving the site's design.

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Gravity Jack.
What stood out most? They really listened. Not only did they grasp my vision, but they also offered insightful suggestions that elevated the project in ways I hadn’t considered.
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Their team's professionalism, creativity, and dedication to a variety of strategies have exceeded our expectations.
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Read Our Google Reviews
My experience with Brandch has been nothing shy of excellent. They are professional, polished, and results-driven, but in my opinion their greatest asset is their seemingly limitless creativity.
Abigail Bradeen, Gravity Jack
What stood out most? They really listened. Not only did they grasp my vision, but they also offered insightful suggestions that elevated the project in ways I hadn’t considered.
Robert W. Henry, Haven Realty Owner & Lifecoach
Their attention to detail is unmatched and the end result was A1.
Juandiego, Rep. of CNGC
Their team's professionalism, creativity, and dedication to a variety of strategies have exceeded our expectations.
Mark Buche, Gravity Jack
Read Our Google Reviews
My experience with Brandch has been nothing shy of excellent. They are professional, polished, and results-driven, but in my opinion their greatest asset is their seemingly limitless creativity.
Abigail Bradeen, Gravity Jack
What stood out most? They really listened. Not only did they grasp my vision, but they also offered insightful suggestions that elevated the project in ways I hadn’t considered.
Robert W. Henry, Haven Realty Owner & Lifecoach
Their team's professionalism, creativity, and dedication to a variety of strategies have exceeded our expectations.
Mark Buche, Gravity Jack
Their attention to detail is unmatched and the end result was A1.
Juandiego, Rep. of CNGC
Read Our Google Reviews