“All you really need to know is that Total Beverage is a 44,000-square-foot liquor store that sells the most Budweiser and Fireball Whisky in the state. We needed to design a new store environment that appealed to a more discerning audience—without turning off its whiskey-loving base. The North American Lager poster was part of an overall store redesign based on a ‘cabin in the woods’ theme.”