Sunrise Cellars
Rebranding Old Wine Stores to Become a Future-proof high-end, One-Stop Shop for Wine Lovers
Sunrise Cellars, with two stores in Westfield and Caldwell, NJ, wanted to evolve from their ShopRite-affiliated roots into a boutique wine destination. I guided the full transformation — from brand positioning and logo design to e-commerce optimization and promotional campaigns. The new identity highlights curated wines, natural and biodynamic selections, and a warm, expert tone of voice that resonates with both loyal locals and new customers. The result is a brand that feels modern, premium, and rooted in community.
The Ask
Rebrand two NJ wine shops into a boutique destination with a stronger identity, curated selection, and upgraded customer experience.
The Challenge
- •Legacy branding tied to ShopRite made the stores feel generic
- •Needed to stand out in a crowded retail market
- •Website design and e-commerce lacked visual appeal and usability
- •Customer perception didn’t reflect the curated, boutique-quality wine selection
The Solution
- •Developed new logo concepts inspired by sun, soil, and grapes
- •Crafted a refined brand identity aligned with boutique positioning
- •Redesigned e-commerce visuals for clarity, elegance, and conversion
- •Curated wine promotions (organic, biodynamic, natural) with lifestyle-driven storytelling
The Outcome
Positioned Sunrise Cellars as a distinctive boutique wine destination, elevating the in-store and online experience while signaling expertise and curation to customers.