Joe's Midnight Run
Joe's Liquor was an iconic neighborhood drive-in liquor store for over 20 years in the heart of central Phoenix until the family-owned business closed its doors. To keep the local legacy alive, the property was bought and turned into a lounge with an eclectic world fare and after-hours ambience, complete with wood-fired stoves, imported wine on tap, and huge selection of beer, served in 40s.
Joe's wanted to have an upscale food offering, yet bill itself as the place where foodies and chefs could relax after hours without having to go to a dive bar or a pretentious wine lounge. A place that didn't take itself too seriously, where customers could cue up NWA, WuTang or Beastie Boys and still have some fine wine or beer.
We also utilized an on-site billboard to target street traffic and generate buzz leading up to the opening, and support lunch and late-nite business after launch.
Joe's brought back the 40 oz as their growlers, served in paper bags for the full effect. We created a series of rubber stamps to make sure each bag was unique, throwing back the 80s and 90s pop culture and hip hop references.