Ultra Liquors, South Africa’s largest privately owned liquor outlet in SA, offer South Africans the best value liquors through a network of well located, warehouse stores. Their reputation for ‘bulk and best value’ created opportunity for smaller liquors stores to join the group through newly created franchise offering. 

The newly named Tabooz UL stores was created from the brand purpose ‘Good ol, corner store with a twist’. The use of a retro font, deliberate a design taboo, yet creates remanence of  old charm found on signage from your good ol, corner stores. Letter scrambling creates surprising communication and reinforce the taboos of traditional design principles and challenge the status quo.