Lincoln's Pub + Jon's Naturals
How storytelling, creativity, and history worked together for two local brands.
The power of storytelling through photography can boost brand identity and pay homage to iconic periods in history. Jon Nelson, co-owner of Lincoln’s Pub and Jefferson’s Lounge and the owner of Jon’s Naturals, hired Mac & V to do both.
Jon, an entrepreneur, and native of Council Bluffs, had long marveled at the city’s place in American history – especially President Abraham Lincoln’s 1859 visit to establish the eastern endpoint of the country’s first transcontinental railroad. Jon would often take his children to the Lincoln Monument, and he is a graduate of Abraham Lincoln High School. His businesses’ parent company is called Dead Presidents Group.
Jon and his business partner Ryan Mann opened Lincoln’s Pub in 2018 and Jefferson’s Lounge a year later. Earlier, in 2014, Jon created Jon’s Naturals, which offers locally-sourced meat raised humanely without hormones or antibiotics.
Last year, Jon looked around his businesses and found he wanted to dive deeper into his own creativity to share their unique brand stories and celebrate history at the same time. The most authentic and effective solution? Commercial photography.
Paying Homage to History Through Commercial Photography
Lincoln’s Pub in Council Bluffs, Iowa.
The wheels turning, Jon hired Mac & V to do a photoshoot involving the gastropub, the lounge, and the meat company. The collaboration was a great fit, with Mac & V’s ties to the community and the Historic 100 Block (not to mention that a younger Machaela once faked a drowning to get the attention of Jon, then a teenage lifeguard at a local pool, that’s the story Jon recalls.) For the restaurant and the lounge, Jon also wanted to keep the creative, vintage feel the spaces had experienced when housing the memorable Dixie Quicks restaurant.
“It’s such a beautiful space and we had big shoes to fill,” said Jon. “And it was so important for me to reinforce the rich history of our town.”
Mac & V planned the shoot from start to finish, knowing they needed to pull it off in a day. Jon and Ryan found vintage and western clothing that would fit the brand identities of all three businesses. Mac and V found frames at a roadside sale on a skip day. What’s a skip day? It’s when one of us mandates that we’re calling in sick and doing whatever we want!
Check out the results below!
Lincoln’s Pub in Council Bluffs, Iowa, located on the 100 Block.
Lincoln’s Pub in Council Bluffs, Iowa, located on the 100 Block.
Ryan, with his long red beard, looked the part of a 19th-century president. His image and others hang at Lincoln’s for all to admire, enhancing the historic look and feel of the building as well as the decor, which includes remnants and signs from beloved and historic local businesses.
“People have noticed and given us a lot of compliments,” Jon said. “They tell us they have old stuff too and like to look around as they have lunch or dinner.”
For Jon’s Naturals, Mac & V shot Jon in full old West-style cowboy attire. The heroic and trustworthy imagery that resulted fits his passion for traceability and accountability in all his products.
Jon and Ryan couldn’t be happier with the collaboration with Mac & V and the results the photos have accomplished.
Ryan Mann
Jon Nelson
“I know I can bring crazy ideas to them and they won’t shy away from anything,” said Jon. “Instead, they take my crazy ideas a step further and make them an even better, more creative reality.”
Are you ready to take your crazy idea and create some inspiring photos?
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Council Bluffs, Iowa Photography Studio
Mac & V is a visual content studio that gives brands stopping power through photography. We are visual storytellers who create photography campaigns that capture the personality of a brand and inspire audiences to take action. Mac & V is the ethos of two award-winning commercial photographers who believe imagery that connects with audiences on an emotional level is even stronger when
See more about the photographers here.