Postino is a wine bar that opened its first location in the Arcadia neighborhood of Phoenix AZ in 2001 and now has 8 locations in three states (AZ, CO, TX) and is poised to continue to grow. What makes Postino special is the care and thought that is put into every detail at every location. With the majority of the Postino locations utilizing adaptive-reuse of historic buildings, no two are the same in their design. From an old post office to abandoned delli’s Postino has found a home in many unique locations and built a faithful following. As we were getting ready to open our 8th location in a new market (Houston, TX) we found ourselves asking how we can update the brand and create a visual identity that had a rebel spirit and avoided falling in the “Chain Restaurant” tabo?
In order to reflect the unique qualities that each Postino location has I decided to make a logo system that did the same. Postino is the parent brand, always the same, while the store brand is never the same. Each store logo has a unique name and has a typographical treatment that reflects history, culture, or architecture of the area the store is located. By treating each store logo as if it was the only logo I was able to create a system that showcases how special each Postino location is. Our new system helps us grow without looking like a chain.