The cult-favorite corner store at Yucca & Wilcox.
Pla-Boy Liquor has been a local staple at Yucca & Wilcox for decades. Equal parts neighborhood store, late-night stop and cultural touchstone, it has a uniquely Hollywood identity.
The identity and merch system capture that spirit through a visual language that feels familiar, irreverent and distinctly Pla-Boy.
Identify what’s already there.
The name, martini character, signage, neighborhood history and strange Hollywood charm.
Refine the identity.
Clarify the marks and build a visual language that feels distinctly Pla-Boy.
Build a system.
Bring marks, typography, color and applications into one cohesive system.
Turn place into product.
Translate the character of the store into merchandise people actually want to wear.
Keep the character.
Elevate the brand without polishing away the odd, local Hollywood personality that makes it matter.
MERCH
SYSTEM
