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.
Brainstorm + Early Process
Identity Sketches
Application Sketches
Moodboard
Visual Identity
Logo Treatments
