Binny’s Beverage Depot

Retail Design System · Rebrand

Project Components

Retail Design
Logo Design
Brand Design
Package Design

Westin Hotels and Resorts · Binny’s Beverage Depot · CorePower Yoga · Umbro · The Infatuation · Logos

 

Context

Originally called Gold Standard Liquors at the corner of Clark & Sheffield in Chicago, Binny’s has become the preeminent store for wine, beer, and liquor in Illinois since 1948. Now with 42 locations, stores are merchandised as warehouses and their identity is dated. What makes Binny’s enjoyable is the breadth of products they carry, but among such a varied and curious product assortment, Binny’s struggles to maintain its own brand resonance with consumers.

Objective

By rebranding Binny’s as a concept store, where the products sold are also experienced, Binny’s becomes a destination rather than just an errand. Tasting rooms, mixology classes, small scale grocery, delivery options, and a new brand identity create an entirely new in-store experience.

An invigorated brand identity that reflects the nuance and intrigue of the products that fill its shelves reintroduces the Binny’s brand as an attraction itself, allowing consumers to develop a deeper relationship with and loyalty to the brand.

Binnys_BeforeAfter.png
 
Brainstorm + Early Process

Brainstorm + Early Process

Identity Sketches

Identity Sketches

Application Sketches

Application Sketches

 
Moodboard

Moodboard

Visual Identity

Visual Identity

 
Logo Treatments

Logo Treatments

Binnys_Store1.jpg
Binnys_Storefront.png
Binnys_Store2.jpg
Binnys_Store3.jpg
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Binnys_BarMenu.jpg
Binnys_Bartender.jpg
Binnys_Pint1.jpg
Binnys_Pint2.jpg
Binnys_Coasters.jpg
Binnys_Boxes.png
Binnys_GiftCard.jpg
Binnys_BottleBag.png
Binnys_WineBottle1.png
Binnys_WineBottle2.png
Binnys_Delivery.png
Binnys_Desktop.jpg
Binnys_Mobile.jpg
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Westin Hotels and Resorts

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