Total Beverage is a 40,000-square-foot liquor store that sells more Budweiser and Fireball Whisky than any other place in the state. The problem was finding a way to expand their audience appeal to attract wine and craft beer buyers without alienating their existing customer base.

So how do you create a space where Budweiser drinkers and Rosé shoppers feel equally at home?

Our team developed a new identity system along with a cabin in the woods concept for the store design that appealed to both. Weathered tin awnings, letters from vintage signs, custom fixtures, and around 80 aspen trees later, we created a space that did just that. And maybe the first-ever liquor store design that inspired people to take selfies and post Yelp! reviews about.

AD: Jeff Euteneuer