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| CLIENT: Fizzies Wine & Spirits CHALLENGE: Start up liquor store, with first time retail owners entering a highly competitive market dominated by several multi-store operators. Market is price driven, rely's heavily on repeat customers, yet is not very friendly and offers very little customer service. The challenge was to develop a brand that did not rely solely on price to bring customers in and but built customer loyalty through a better shopping experience. |
SOLUTION: After discussing the typical liquor store experience, Stucky Design developed a brand strategy that focused on why the customer was purchasing wine and spirits. We identified key events in peoples everyday lives including parties, celebrations, get together's, TV sports, poker night, wine enthusiasts, gifts and more. Stucky Design suggested the name Fizzies for its reference to the bubbles in champagne or a freshly poured glass of beer. The logo is visual representation of the bubbles floating upward and a rounded typeface supports the sense of bubbly. In designing the pole and store signage backlighting was used to make them very visible and attention getting at night during the prime customer hours. The store layout posed additional challenges in locating a 10'x40' walk-in display cooler, double sided shelving, office, sales counter and creating large stock room with easy access for deliveries and pricing. Inside custom cabinets were built to display the large wine collection and show wine enthusiasts that Fizzies understood their passion truly cared about the wine. Large wine and food paring boards assist customers who are not quite sure what wine to serve, want to verify their selection or are looking suggestion when wanting to try something different. Additionally, the paring boards empowered the customer to make a choice without feeling like they were being sold or unknowledgeable. Upon entering the store you are greeted by a Fizzies’ employee in a logo embroidered polo shirt behind a custom designed counter with metal bubble rings and a bright purple logo wall. Large metal rings with images of drinking occasions highlights the opposite wall. A large open area in the front of the store is used for merchandising displays from distributors and for special promotions. The Fizzies web site includes party planning tips, food and wine parings, upcoming events and general store information. The initial comments from customers were extremely favorable. One man even returned only minutes after purchasing with his wife telling her ”you got to see this“. |
DELIVERABLES: • Brand Strategy • Naming • Brand Identity • Store Design • Signage • Uniforms • Merchandising Display • Web Site |
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