DIY Wine Cider Beer Inc. is an independently owned operational facility providing licensed 'do it yourself' wine and fermenting services on premise.  In an effort to reach additional and slightly younger demographic, the new owners decided to rebrand the very dated and inconsistent profile from years prior to a more simplistic, fresh identity.
 

The new logo consists of a series of icons including a carboy jug and traditional wine, beer / cider bottles that are centred one on top of the other producing a clever, negative space icon.
 

This icon is not only memorable, but a very good example of how a well designed logo should represent the very essence of the business and effectively communicate what it is that the company does and/or the products and services it provides – and this logo does exactly that.