A couple with a passion for organic, biodynamic and quirky wines recently opened a neighborhood store on Glenwood in Minneapolis. Gretchen and Mark were looking for a less traditional branding approach. They wanted an identity that was not applied in a formulaic way, but rather indicative of the unexpected offerings of the store. Even though the store was totally new, they wanted it to appear to have a little built-in history. So we used one "old" logo on the neon sign and another "new" logo on the blade sign and business cards. This added unique character in line with the offerings at the store.