BEVS
When the owners of Minogue’s Beverage Centers, a Capital Region institution since 1921, came to us seeking a refresh, we went to work. Through in-person “name storms,” we came up with, toyed with, and vetted over 100 possible names for the chain of beverage stores that needed to compete with growing craft inventory at grocery and big box stores.
In the end, BEVS, the one-syllable abbreviation for beverages, won our hearts and matched the ethos of the client. We found this playful, short name could appeal to a younger crowd, the target demo, while also providing a sensical nod to what the store is selling. Simultaneously, the name reminded us of a person's name, Bev, adding a touch of hometown Americana, creating a sense of comfort, familiarity, and loyalty with a consumer, much like their favorite diner.
The addition of “Whatcha Drinkin?” came along naturally as we played around with phrases that matched the goal of the business—to create an approachable, convenient place to buy beverages.
-
Logo Design, Copywriting, Digital & Social, Branding, Advertising, Signage, Website, Merchandise
-
Beverage Center in the Capital Region
-
Account Manager, Art Director, Brand Strategist, Creative Director, Graphic Designer, Animator, Copywriter, Illustrator, Proofreader
ABOUT THE LOGO
The BEVS logo is strong and bold conveying confidence in the products the stores offer and the customer experience that BEVS provides. The clean, modern, custom typography speaks directly to the younger demographic the business was looking to reach and the double image of the BEVS “V” glass addresses the variety of products offered. By leaving the contents of the glass open to the viewer's interpretation, the answer to “Whatcha Drinkin?” could be just about anything after a trip to BEVS.
BEFORE
AFTER
"Trampoline became part of our extended work family. We always hear business leaders talk about the right people in the right seat... they have ROCKSTARS in the PERFECT seats. From the initial call to the artistry of the designers to the team's organization and patience with me and the leadership - everyone is perfectly placed to make clients feel at home, comfortable going outside their everyday norm and having fun while doing work! Most importantly, they listened. They were intentional with their listening so they could deliver an outcome that was spot on. They created it, but by listening, I feel like I created it."
— Jeff Vukelic and Abby Todd, BEVS & Saratoga Eagle
