contact
let's Start the conversation
Leave us a note and tell us a bit about your project. We'll get back to you shortly.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Proof is a modern liquor retail concept located at Barren River Lake in Allen County, Kentucky. With a mission to redefine what a liquor store can be, Proof blends the heritage of its property with a fresh, elevated approach to design and customer experience. Oliver Creative worked to craft a thoughtful brand identity, messaging, and in-store experience that emphasized community, quality, and safety.
The result? Proof became more than a store—it’s now a destination that challenges stereotypes, celebrates progress, and invites both locals and visitors to gather, connect, and enjoy. With clever branding, a welcoming atmosphere, and a focus on community-first values, Proof stands as a testament to how tradition and modernity can coexist beautifully.
Proof was set to open as more than just a liquor store—it was a statement. Located at Barren River Lake in Allen County, Kentucky, Proof needed to redefine what liquor retail could look like in a community steeped in tradition but eager for modern, elevated experiences.
Allen County had only recently gone "wet," and with it came skepticism about what alcohol sales might bring to the area. Proof’s mission was to challenge those doubts and become a beacon of quality, safety, and community, blending a rich heritage with a fresh, sophisticated take on liquor retail. Not only that, Proof is positioned where long time J&L Market stood, a local bait shop and convenience store with the best chicken and potato wedges stop before heading to the lake. The owners of Proof wanted to make sure and pay homage to the legacy of J & L Market on that same plot of land on Barren River Dam Road.
The challenge? Design a brand identity and customer experience that balanced nostalgia with modern sensibility, making Proof a place where everyone—from lake tourists to locals—felt welcome.
We started by digging into Proof’s roots—its connection to the lake, the heritage of the property, and the double meaning behind its name (“Proof” as a nod to alcohol content and to proving the community’s resilience and adaptability). From there, we built a brand that told a bigger story: Proof isn’t just a liquor store; it’s a gathering place, a destination, and a proof of concept that progress and tradition can coexist beautifully.
Brand Identity
The Proof logo combined clean, bold typography with subtle nods to the lake and the rural charm of Allen County. With a modern blend of earthy tones (deep greens and browns) with warm gold accents, reflecting the natural surroundings and the elevated concept. “Raising Spirits, Toasting Tradition.” This tagline captured the dual mission of the brand: to honor the property’s history while proving that Proof could elevate the local experience.
Proof’s voice needed to feel warm and inviting while also establishing its credibility as a modern, elevated liquor retailer. The tone was thoughtful, clever, and confident, with a sprinkling of wit.
Phrases like “Sip Happens” and “Proof It’s Better Here” were integrated into in-store and outdoor signage to keep things playful yet memorable. Messaging emphasized Proof’s connection to the lake and its commitment to being a safe, approachable space for locals and visitors alike.
In-Store Experience Design
We designed the layout and in-store branding to honor the property’s history as a country store while incorporating contemporary touches like polished wood finishes and open shelving displays.Proof prioritized creating a welcoming space, especially for women shopping alone at night. Bright lighting, friendly service, and clear signage ensured everyone felt comfortable and secure. Proof wasn’t just about selling liquor; it was about creating moments. The owners designed areas for food trucks to park and envisioned events that could bring people together—like tastings and community gatherings.
Proof quickly became more than a liquor store; it became a part of the lake experience. Locals embraced its community-first approach, and visitors appreciated its elevated atmosphere.
By blending heritage with progress, Proof proved that a "wet" county could thrive without losing its charm or safety. The combination of clever branding, elevated design, and community-focused messaging drove steady growth in customer visits and sales. Proof established itself as a go-to destination for not just liquor but also community events, solidifying its place as a beloved local landmark.
Proof reminded us of the power of thoughtful storytelling and design in changing perceptions. By leaning into a community’s values and history while reimagining what’s possible, we helped create a brand that feels authentic, exciting, and lasting.
