Liquorland Refreshes Brand Identity Via Hulsbosch

The Coles Group owned liquor chain, Liquorland has transformed and integrated a new visual identity created by independent brand and design agency Hulsbosch.

Liquorland is one of Australia’s largest national liquor retailers with 743 stores as well an extensive nation-wide presence through phone, online and a mobile app service.

Over the past three years, Liquorland has successfully renewed store formats and improved their offer of local wines, craft beers and boutique spirits. The success of the new visual identity has culminated in a new store milestone, with the launch of its 400^th new store format look and feel, in Rochedale in Queensland.

To strengthen category leadership, Liquorland commenced an extensive 12-month customer analysis program and strategic brand review to drive an enhanced customer-first experience.

“From these insights, Hulsbosch defined and articulated a future focused positioning for Liquorland as beverage specialists that understand what locals love to drink. An overarching idea of ‘we are the land of liquor’ created a unique proposition for Liquorland as a destination.

We activated our concept with hero topographic maps which are the main identifiable assets for the brand. The previous red and yellow colour scheme has been replaced with an elegant Liquorland black and white logo.” said Jaid Hulsbosch, director at Hulsbosch.

“Liquorland’s iconic brand has been part of the beverage industry in Australia for over 50 years and in that time, they have built a reputation as experts. They source and select wines and spirits for a broad range of price-points and tastes. It’s effectively evolved again and today; it is an invigorated business.

Liquorland customers can now easily connect with the promise of reliable, friendly, personalised service and easily discover the perfect drink for every occasion.”

The Liquorland brand by Hulsbosch launched with a ‘big and bold’ modern logo which simplifies the name and typography to maximise readability and engagement in a highly competitive consumer environment.

The creative work crosses over location borders, adaptive for retail properties and digital platforms, as well as visually bring an upmarket approach to emphasis beverage offerings from the latest range of local wine producers, boutique spirits and premium craft beer brewers.

The in-store format focuses on simplified signage, seamless navigation to demonstrate specialist beverage credentials and to stream-line guidance installation of a newly created product zone system with neighbourhood word marks known as the ‘Wine Region’, ‘Beer District’ and ‘Spirits Trail’ zones.

The zones are clearly identifiable and feature a specific topographic map which responds to the stand-alone Masterbrand and Liquorlands’ nomination as a destination. They add texture and depth to retail stores and creates an engaging experience, inviting customers to browse and dwell for beverage selections.

Hulsbosch is responsible for the full suite of brand applications including in-store aisles, ticketing, point of sale counter signage and retail store exterior signage, also marketing, partnerships and event collateral. To consolidate usage with consistent principles a new set of brand guidelines by Hulsbosch supports the rollout.

Darren Blackhurst, chief executive at Coles Liquor: “We are proud of our heritage and are committed to improving every part of the business to attract new customers, as well as retain our current clientele.

“Hulsbosch has been our partner on several divisional projects and their integrity and vision for exceptional results has directly impacted our market growth and long-term success.”

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