Design for a Wine Retailer (Re-do)

Yorkshire Wines & Spirits

My father is the owner of a marquee wine shop in the Upper East Side. The store is known for it's great prices, wide selection, and knowledgeable and friendly staff. While the existing and regular customers know this, the signage on the storefront is a bit lacking and, I'd venture to say, even a bit off-putting to potential new customers. As a part of an image overhaul project I'm undertaking for the store (which includes redesigning the current website), I am looking to give the storefront a fresh new look. I want the signage to be more welcoming and attention-grabbing while remaining simple and clean. People should know just by looking at the sign that we are a wine store (currently looks like the sign could be for a hardware store) with a great selection, some of the best prices in Manhattan, and a very helpful staff.

Obviously, we like our loyal customers and would hope they don't go anywhere. But, the idea is to attract new customers who don't yet know about our store. The target audience is obviously 21 years or older and consists of Upper East Side residents as well as some out of town-ers. It's wine lovers, casual wine drinkers, and even people who hardly know white from red. Above all else, it's people who demand great prices for whatever their wine-, liquor-, or spirit-needs.

This is a re-do of a previous contest. Please do not submit a design unless you were invited.

The design will be for the two pieces of signage on the storefront. One is like a lateral banner, about 2.5 ft x 19 ft, and the other is more square, about 5.5 ft x 9 ft (height x width). The two should go together or complement each other in any way you deem appropriate. The only requirement is that the full store name must be prominent: "Yorkshire Wines & Spirits". You are free to decide on the color scheme and font and to incorporate graphics in any way you please, though simple and clean is the aim here. Attached are signs you are designing for. There is also potential for further, direct collaboration with the winning designer for other parts of our redesign, including the website.