The new logo is clear, crisp and clean, echoing what the brand represents - female-friendly liquor stores that are fresh, consumer-friendly and fun as well as clearly affiliated to the group.
The new logo will be launched in conjunction with an extensive communications and marketing campaign. This will incorporate an advertising campaign that draws on the brand's "Drinktionary" campaign and takes it to a new level.
The stores were launched 14 years ago in response to the call for a women-friendly liquor shopping environment. It has grown from an initial 16 stores to a national and international network of 650 stores, all of which are underpinned by the notion that the purchasing of alcohol can be conducted in clean, friendly and fun environments, but never underplaying that it should be done in a responsible manner.
A good number of the stores have already completed the rebranding exercise and it is envisaged that all stores will have rebranded by the end of September this year.
