Joe’s Wines & Liquor had a great identity just barely hidden under the surface. The Sputnik outside just screamed for a retro 30s-50s sci-fi aesthetic. When the Growler stations took hold all over the city, it was an easy way to put these logos to good use making a bunch of limited release containers for our customer’s fizzy needs. I made homages to Memphis celebrities (in a space suite) and employees no longer with us. When I initially created my updated Joe’s logos, beer wasn’t a huge part of our identity. That had very much changed by the times Growlers and Crowlers hit the market. I designed a new logo with “Joe’s Wines, Liquor & Beer” worked in. The logos printed on Growlers needed to be no more than two colors with printing prices skyrocketing with anything further. This was actually a fun challenge to make use of negative space as a color.