Berman’s Fine Wine & Spirits

Retail brand identity for a Lexington, MA wine store

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, Packaging & Print, Visual System

The Challenge

To modernize a beloved, long-standing wine shop without losing the character that defined its reputation for generations.

The Solution

We developed a contemporary retail brand identity grounded in heritage cues—using a refined swirl, elegant typography, and a rich, wine-inspired palette to create a cohesive and memorable visual system.

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 is a warm, sophisticated brand identity that strengthens Berman’s presence in a competitive retail landscape while honoring its legacy as a trusted, fourth-generation shop.

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