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    Best Sky's the Limit Remodel Honorable Mention: Dirt Cheap

    New prototype keeps the brand personality of fresh, playful and fun.

    Best Sky's the Limit Remodel 
    Honorable Mention: Dirt Cheap, O'Fallon, Mo.
    Designer: Paragon Solutions

    The Basement Brand Liquor Store division of U-Gas had a well-established "Dirt Cheap" store brand, but the company didn't spare any expense when it came to planning the rebranding and refreshing of its store prototype.

    The building in O'Fallon, Mo., started out with unusual origins for a retail store, as the 5,500-square-foot location originally operated as a Mexican restaurant, complete with a wraparound porch. Design firm Paragon Solutions worked with U-Gas to give Dirt Cheap a new, clean, modern look for both the interior and exterior of the building. The new prototype keeps the personality of the branding fresh, playful and fun.

    Outside, the primary use of gray paired with bright red at the awnings and entrance draw attention to the eye-catching bathing-suit-wearing chicken logo of Dirt Cheap. Inside, concrete floors have an industrial shine, but touches such as Zebra wood, subway tile, neutral counters and bold black, red and white pops offset this. Signage is clear and eye-catching while adding a sense of fun at departments like the Fizzy Fizz "Oh Yeah!" fountain drink station.

    The main challenge was to keep the Dirt Cheap brand's essence intact while giving its image a facelift. Along with the visual updates, the prototype introduces new features such as wine tasting, a smoke shop and a drive-thru to make this a must-visit location.

    Click on the image above to view full photo gallery. 

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