Specialty Sections & Special Service:
BCLIQUOR’s Fine Wine & Product Consultant Kits
BCLIQUOR Signature stores provide customers with an elevated shopping experience. These stores feature specialty sections like ‘fine wine’ and offer free advice from formally educated Product Consultants (PCs). My designs for the Fine Wine Kit and art direction for the PC Toolkits feature cohesive imagery and approachable language to invite customers to discover products and get the information they need.
Fine Wine Kit Design: Signs are divided into two groups, countries and categories – each country is paired with an appropriate greeting.
Designs for In-store Collateral: Mobile Wine Stand Signs and Single Backer Card
Designs for In-store Collateral: Mobile Wine Stand Signs and Single Backer Card
Signs in Situ
Signs in Situ
Designs for In-store Collateral: Floor Stand Dangler and Double Backer Card
Retail Store Staff Name Badges and 'Advocate' Pins
Process
FINE WINE KIT
In-store displays for BCLIQUOR store’s ‘fine wine’ areas were outdated, my challenge was to create a system of signs that elevated the tone of the program and make them cohesive but distinct all at once. To do this, I used photography that spoke to the specific topic of the sign (a country or category of wine) and a monochromatic colour scheme. I also wrote playful copy to keep the tone of the signs approachable and on brand. This required careful attention to cultural expressions and their spelling.
PC TOOLKIT
The ‘PC Toolkit’ is used to inform customers about BCLIQUOR’s free advice service. My designs for the program included new uniforms, apron pins, name badges used for all retail store staff and signage.
My strategy to use an ‘action’ shot in the signage instantly communicates PC services to customers, while also highlighting the visual queues to identify them (the uniform and pin). To produce imagery, I worked with an external photographer and models on site in a BCLIQUOR Signature store and ensured we captured images that would suit various formats and focused attention on the PC.
Role: Design Lead (concept, production to completion), Art Direction on Set (PB Toolkit)
Project/Scope: In store collateral, consumables (gift cards and bags), large format display, advertising, retail website, social media.
Client: BCLIQUOR, BC Liquor Distribution Branch
Credit(s): With BCLIQUOR (Visual Presentation Manager, Senior Graphic Designer); Photography: Joe Borrelli, Getty Images, Stocksy