"Bootlegger, Inc., a liquor store in St. Paul, Nebraska, needed a brand personality. Located in a generic-looking strip mall, the store is void of any character. Bootlegger has the perfect name to play off of, so we used it as the driving force behind the identity, packaging, posters, newspaper ads and guerilla marketing. 'We're here until the sheriff shuts us down' and 'Our grandma has a recipe book' were soon local favorites in this city with a population of 2,500."
