BCLIQUOR

CLIENT
The Liquor Distribution Branch comprises 198 retail stores across BC and is one of the province’s largest retailers, serving 36 million retail customers each year. It is a one-stop shop for wine, spirits, beer and more, and its graphic design department produces creative for a wide range of marketing activations and campaigns.

CATEGORY
In-house Designer. Branding, print and digital advertising, event and in-store signage and website visuals.

BRIEF
Year-round support of marketing activities, working with the Merchandising and Marketing Departments to deliver creative assets for a range of uses. Designs must have mass market appeal.

CHALLENGES
A key part of BCLIQUOR is to promote the responsible use of alcohol, therefore every design has to meet a high standard of social responsibility, including aspects such as: moderate consumption, enforcing legal age of drinking, and promoting zero tolerance for drinking while performing certain activities like sports or driving.

STRATEGY
Prioritize legibility and user-friendly design. Ensure all images are chosen with social responsibility as a key part, and wording is as clear as possible.