Creative Direction • Experiential Design • Entrepreneurship
The Liquor Store
A diner in disguise, a neon sign with stories, and a brand builtto turn heads. Before it was a diner, it was a quiet cinderblock building marked by a single, weathered neon sign. That sign had grit. It had history. And it became the inspiration for something unique.
Branding With Soul And Sass.
Taking inspiration from vintage liquor store signage — bold type, neon glow, and a touch of Memphis soul — a clear creative thread emerged. That raw, nostalgic energy shaped the brand’s voice, palette, patterns, and creative direction.
Rooting the system in vintage liquor-sign typography created a flexible framework — one that could support several logo versions while keeping the brand cohesive.
Defining the space
Working closely with the interior designer, we carried that spirit into the space itself — blending old-school diner vibes with playful, unexpected details. From vintage-inspired tile work to custom signage and color choices, every design decision was made to evoke a sense of comfort and character.
The result was a space that felt instantly familiar but full of personality, inviting guests to settle in and stay a while.
Recognition, Ripple Effects,
And Reinvention
When The Liquor Store opened, it didn’t just draw crowds — it helped put Broad Avenue back on the map.
The once-sleepy corridor began to attract new foot traffic, creative energy, and private investment. Alongside other pioneering businesses, The Liquor Store played a role in catalyzing over $25 million in private development and the rehabilitation of dozens of nearby properties.
In 2022, I led a strategic brand refresh by art directing Pretty Useful, an award winning creative agency, to evolve the identity and position the business for long-term growth. The goal was to sharpen the visual language while preserving the charm that made the brand resonate.
The refresh helped reenergize the business, contributing to a revenue increase from just over $1 million in 2021 to more than $1.25 million in 2022. It also laid the foundation for a successful sale the following year and reinforced the brand’s potential for future expansion.
