BRAND Identity

Cherry’s is an upscale liquor and convenience store with a fresh food element and versatile, fun event space. A place to hang out and build community, grab a delicious sandwich or refreshing drink before the beach, and shop from a curated selection of unique speciality items. 

About the client

The challenge

Cherry's vision combined opposing elements - nostalgic yet elevated, playful but refined, youthful and funky while remaining curated and high-quality. The challenge was to create an identity that balanced imperfection and playfulness with a bold, intentional feel that felt welcoming and creative, energetic yet sophisticated, timeless rather than trendy. 

The Solution

The identity balances nostalgic warmth with thoughtful refinement. Custom, hand-drawn lettering and organic forms bring personality and subtle imperfection, while slightly retro, coastal-inspired colors and typography add a bit of youthful, beach-town sensibility. The cherry-shaped “C” integrates seamlessly, feeling natural and clever rather than kitschy and adds a touch of playfulness that ties back to the brand name. A flexible system of logos and marks allows the identity to translate seamlessly across signage, packaging, merchandise, and food products. Altogether, the identity reflects a business that feels curated, creative, and elevated... a destination with character and atmosphere far beyond a typical convenience store. 

Cherrys

'