Our primary goal was to remove the intimidation often associated with upscale wine shops. The first step was convincing the clients to go with the name, Cellar Rat. Although they eventually embraced the name, they informed us that they did not want to use a rat in the logo (too many wine label designs have animals on them). Eventually, we netted out with a mouse-like" rat illustration coupled with typography reminiscent of the old 'Euro Liquor' posters. Accompanied by signage with a more iconic approach, these elements convey the true sense of a friendly boutique."