Cured

BRAND IDENTITY CONCEPT

Cured is a cheese, wine and charcuterie shop in Boulder, Colorado that specializes in unique, delicious finds from around the area. Cured is owned by husband and wife team — Coral and Will Frischkorn, who spend their time meticulously tasting products to create a perfectly curated collection of food and wines.

The brand refresh concept is inspired by the Frischkorns and all of the hard work they've put in to create such a cherished shop in Boulder. Every aspect of the brand from the logo and icons to the website and packaging involves detailed design to honor and mirror the work that they put in to offer the best products. They needed a brand that was modern and bold but still captured the feel of a mom-and-pop-shop. The packaging is created with a personalized newspaper celebrating the stories of Cured with articles like where they got their most recent wine to their latest feature on Food Network. The newspaper is layered with stylized icons of cheese, meat and wine to push their brand into today's competitive market. This design style combines contemporary, strong brand elements with a precise attention to detail to celebrate the locality of the shop that their community has come to love so much.