The Challenge

Undertaking a most spirited rebranding

Finding a liquor store in Wisconsin isn’t a particularly difficult task. What can be a little tougher is finding one that delivers the sort of careful curations today’s consumer expects. Take The Wine Cellar.

The owners knew where their future lay. Today’s discriminating beer and spirits drinkers are enthusiasts, aficionados willing to pay the freight for the right experience. As far as the owners were concerned, modeling themselves into the source of everything the discriminating audience would value was simply a wise investment.

As The Wine Cellar kicked off plans for expansion, it seemed the ideal time to bring in Wild Blue and work the fundamentals of an optimized shopper experience into the final design.

Wine Cellar Logo

The Solution

No one can argue against an attractive interior. But a design aesthetic that lends itself to optimizing the functions of retail — sight lines, fixture placements, adjacencies, traffic flow — as well as the emotional needs of the shopper, will always produce better results.

With those imperatives in mind, work started with a complete retail space design. Floor plan, materials recommendations, custom fixtures, build-out, millwork, carpentry and installation were all considered in the deliverables.

Once determined, brand communications were built around a consumer who knew (or wanted to learn) about the varieties found on The Wine Cellar shelves. New logo, typography, wayfinding signage and incidental messaging brought an air of “informed wit and wisdom” to the environment at large.

The Result

The Wine Cellar’s redesigned interior and shopper experience has driven steady growth each month. This growth has included many months of unprecedented record sales. The Wine Cellar’s reputation for great customer service has grown to become the area’s most comprehensive source of high-end spirits, craft beers and unique wines.