Berman’s Fine Wine & Spirits

Refreshing a neighborhood wine and spirits retailer with a warm, modern identity

Berman’s Fine Wine & Spirits is a fourth-generation wine and specialty food shop with a long-standing presence in its community. Our goal was to create a contemporary brand identity that honors that heritage while giving the shop a fresh, modern voice. The result is an expressive, timeless mark and visual system that brings warmth, clarity, and sophistication to every retail touchpoint.

Client
Berman’s Fine Wine & Spirits
Industry
Retail, Food & Beverage
Scope of Work
Brand Identity, Print Collateral, Packaging Concepts, Merchandising Materials

The Challenge

Berman’s Fine Wine & Spirits is a long-established retailer known for expertise, service, and a thoughtful, curated selection.

However, the existing identity no longer reflected the sophistication or heritage of the brand, nor did it communicate the elevated environment of the redesigned store.

The challenge was to create a modern identity that honored Berman’s legacy while appealing to today’s discerning wine and spirits enthusiasts—and to distinguish the store within a competitive retail landscape.

The Solution

We developed a refined brand identity rooted in craftsmanship and tradition, grounded by a monogram that evokes historic trade marks and the character of classic wine labels.

A warm, textural palette and elegant serif typography established a sense of authenticity without feeling nostalgic, while clean layouts and understated illustrations created a contemporary retail presence.

The system extended across packaging, signage, print, and in-store materials, giving Berman’s a unified visual language that elevated the entire customer experience.

We developed the brand positioning and visual identity for Berman’s around a central idea: a fluid, refined swirl that echoes the elegance of a perfect wine pour, capturing Berman’s heritage with expressive simplicity

The palette pairs a deep, sophisticated purple—evocative of rich wine tones—with soft, warm gray neutrals that add understated elegance and balance.

Jost’s clean, modern geometry complements the logo’s expressive swirl by adding clarity and balance, giving the brand a contemporary yet refined typographic voice.

bermans packaging-scene

cool gray for bermans for bermans wine bag with dark background

The Result

The new identity repositioned Berman’s as a sophisticated, curated destination—one that communicates knowledge, warmth, and a deep respect for craft.

The cohesive system strengthened recognition, enhanced the in-store environment, and more accurately reflected the brand’s commitment to quality. The result is a modern retail identity that feels both established and newly energized.

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