With Sterling's help, England's ubiquitous wine and spirits dealers underwent a brand experience reinvention.

As a first step, we created the new positioning, "everything you need for a good night in." It was quickly adopted as a rally cry for the chain to help connect with an ideal new set of customers. Introducing this new brand positioning meant considering every touch point, and every visual expression of the brand.

Through the new identity, signage, shop interiors, creation and naming of in-store brands, package designs, and brand standards, Sterling elevated the overall Thresher brand experience, while maintaining the accessibility of the corner store.

The newly minted design system inspires new thinking, new products, and a radically new impression of the brand.