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
Services
Brand identity refresh, logo system, print collateral, packaging concepts, merchandising materials

The Challenge

The existing branding had become fragmented and outdated, lacking the personality and craftsmanship that define the Berman’s shopping experience. The challenge was to create a cohesive identity that felt welcoming and refined, reflected the store’s expertise, and supported a more modern retail environment.

The Solution

We developed a refreshed logo system anchored in simple, confident typography that communicates quality without pretension. The palette—rooted in warm neutrals and deep wine-inspired tones—reinforces the brand’s artisanal character while feeling contemporary and approachable.

For the in-store experience, we created a flexible signage and labeling system that improves navigation, highlights product categories, and elevates everyday touchpoints such as shelf talkers, price signage, tasting notes, and gift packaging. These details enhance clarity and reinforce the brand’s knowledgeable, service-oriented personality.

Print materials and promotional pieces extend the visual language, giving Berman’s a consistent look and feel that supports both loyal customers and new visitors seeking a curated retail 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 refreshed identity strengthened Berman’s presence as a trusted neighborhood wine and spirits shop. The cohesive system improved in-store communication, elevated the retail environment, and reinforced the store’s commitment to offering expert guidance and high-quality selections.

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