Josh and Nancy Carter (owners of award winning restaurants St. John's and St. John’s Meeting Place in Chattanooga) partnered with a group accomplished entrepreneurs to open a new store for fine wines, spirits and beer. The group hopes to bring the same high level of customer service and knowledge of fine dining restaurants to the experience of shopping for wine, liquor and beer. They asked the talented designers and architects of Cogent Studio to design the store, and turned to Widgets & Stone for help with identity and signage designs.

With great input from the Carters, the design team drew inspiration from the interior design and architecture of the warehouse space and elaborated on it. The end result is a limited color palette with strong typography appropriate to barrels, corkscrews and loading docks. The biggest inspiration for the customized logotype (a slightly modified version of the face Sullivan) coming from the signage structure on the front of the building.

Creative Direction: Paul Rustand; Design: Bradley Dicharry, Travis Hitchcock; Architecture: Cogent Studio; Sign Fabrication & Installation: Victory Signs (exterior), Graphic Works (interior).