Sunset Liquors Retail Brand Identity & Storefront Signage

The Store

Sunset Liquors is a boutique store located in the heart of West Cape May, NJ. With a history spanning 7 years, the brand needed to appeal to both loyal locals and visiting vacationers.

The Design

We crafted a visual identity that captures the nostalgic feeling of a classic beach town. The logo features a warm sunset-over-water motif encased in a retro badge shape. Paired with rustic typography, the branding fits perfectly with the store’s wooden exterior and American flag decor, creating an inviting atmosphere.

A Badge for the Shore

The retro arch badge, a stylised orange and yellow sunset over water, was drawn to sit naturally on the store's dark rustic wooden storefront beside the American flag. Rather than fighting the building's character, the branding amplifies it, which is why the signage feels like it has been there far longer than it has.

Logo variations on white and black cover the practical range a boutique retailer needs, from window decals to bags, while interior shots of the boutique shelves show the badge quietly presiding over the curated selection. For vacationers driving through West Cape May, the sunset mark is now the visual shorthand for the stop worth making.

The Result

The retro badge logo now anchors the store’s full exterior signage, immediately catching the eye of tourists and locals driving through West Cape May. We chose warm sunset gradients that complement the building’s natural wood siding, so the brand feels rooted in its surroundings rather than imposed on them. The identity gives Sunset Liquors a distinctive character that sets it apart from generic liquor retail chains along the Jersey Shore.

This project is part of the brand identity design services I offer to clients worldwide.