Josh and Nancy Carter, owners of award-winning restaurants St. John's and St. John's Meeting Place in Chattanooga, partnered with accomplished entrepreneurs to open a fine wines, spirits and beer store. Their vision was bringing the same exceptional customer service and expertise from fine dining to the wine retail experience. The talented designers and architects of Cogent Studio designed the store, while Whiteboard created the identity and signage systems. Working closely with the Carters, Whiteboard's design team drew inspiration from the warehouse space's interior design and architecture, developing a cohesive visual approach. The result features a limited color palette with strong typography appropriate for barrels, corkscrews and loading docks. The customized logotype, a modified version of Sullivan typeface, was directly inspired by the building's front signage structure, creating seamless integration between brand identity and architectural environment.