Project Summary
Wallace Dry Goods is a pioneering bottle shop and community hub dedicated to alcohol-free living. Created to serve the sober, sober-curious, and ingredient-conscious, Wallace Dry Goods shifts the focus from what’s missing in the glass to the craft, taste, and ritual of drinking well. M. Dietz Creative was brought on to build the strategic foundation, craft the brand’s voice, and design a visual identity that is both inclusive and elevated.
Our Role
Strategy: Positioned Wallace Dry Goods as a sophisticated yet approachable destination for alcohol-free alternatives. Defined audiences, clarified brand mission and vision, and outlined brand characteristics and values to anchor the work.
Messaging: Created the brand descriptor “Boozeless Bar Essentials” and tagline “Cheers to Choices.” Shaped a tone of voice that’s upbeat, witty, and inviting while rooted in expertise.
Brand Identity: Designed a robust identity system, including primary logos, badge variations, and a monogram “W.” Extended the system into a repeatable brand pattern, a sophisticated color palette of gold, navy, and green, and type pairings that balance artisan craft with accessibility.
The Outcome
The Wallace Dry Goods brand establishes a new standard for the alcohol-free retail experience: inviting, elevated, and rooted in community. With strategy, messaging, and identity working seamlessly together, the brand empowers people to make choices with confidence—and positions Wallace Dry Goods as both a lifestyle destination and a category leader.
Photo by Tyler Wendling
Photo by Tyler Wendling
Photos by Tyler Wendling
