Celina Wine Store Brand Refresh

Celina Wine Store is a beloved hometown staple that’s been serving locals since 1946. Known for its drive-thru convenience and legendary pizza, the restaurant’s branding has barely changed since the 1950s. Their current logo is a rough recreation of the iconic neon sign outside the building, which lacks flexibility and doesn’t translate well across modern touchpoints. As a creative exercise, I explored how their brand could be refreshed, staying true to their nostalgic, mom-and-pop energy while creating a bold, flexible identity that would carry them into the future.

I developed a refreshed brand identity that honors Celina Wine Store’s history while making it more versatile for today’s applications. The new logo takes inspiration from their vintage neon sign but is simplified into a clean, symmetrical badge that works across print, packaging, and digital. I added supportive lockups, modernized typography, and new taglines like “Since 1946” and “Cold Beer. Great Pizza.” to reinforce heritage and personality.

To expand their brand expression, I created a pig mascot (a nod both to their farm-town roots and their famous “Big Pig” sandwich), along with a series of food illustrations representing their full menu beyond pizza. A bold retro-inspired color palette was pulled directly from the restaurant’s building and signage, tying the identity back to its physical roots.

Finally, I applied the refreshed brand across collateral including menus, delivery bags, pizza boxes, coasters, gift cards, employee uniforms, and even a food truck concept. This system creates consistency and flexibility while keeping the hometown, retro vibe alive.

The updated identity feels nostalgic yet fresh, capturing Celina Wine Store’s small-town charm while modernizing the brand for a digital-first world. It’s a refresh that locals would recognize instantly, but one that finally gives this beloved institution the backbone of a professional brand system.