Meet me at 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.
We took that spark and built a concept into a bright, nostalgic diner that blends mid-century charm with a playful attitude.
The Liquor Store — It’s the kind of place you walk into for brunch and stay through happy hour.
Branding with soul and sass.
Taking inspiration from vintage liquor store signage — bold typography, neon glow, and a bit of Memphis soul — we identified a guiding thread for the brand. That raw, nostalgic energy became the foundation for everything: the voice, the palette, the patterns, and the overall attitude.
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 tilework 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.
That nostalgic energy wasn’t just visual — it guided everything. From the way the menu was written to the tone of the social posts, we created a voice that felt warm, cheeky, and unmistakably human. The branding extended into uniforms, packaging, merchandise, and even how guests were greeted.
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. I set the creative direction, defined the updated voice, and ensured the new assets worked across every touchpoint — from signage and packaging to digital and in-store.
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.
