“Dirt Cheap” – Bradford Geoette of U-Gas/Dirt Cheap


O’Fallon, MO


Basement Brand Liquor Store division owned by Bradford Geoette of U-Gas needed a store rebrand.  Their well-established brand “Dirt Cheap” needed a refresh on their design prototype so they approached Paragon Solutions to handle the job.  This 5500 sq ft remodel started out as a Mexican Restaurant, complete with wrap-around porch. While adding a clean and modern look to the new brand interiors and exterior, the personality of the branding stayed fresh, playful, and fun! Zebra wood, bold black, red & white pops of color, subway tile, and neutral counters offset the industrial shine to the concrete floors.  Exterior gray metal siding, with vibrant pops of red at entrance and in the awnings above the windows make more than the bathing-suit-clad chicken logo eye catching to the approaching customers. The trick was to keep the essence of the brand while applying a face-lift to the brand image. Enticing features like wine tasting, the smoke shop, and the ever-popular drive thru window make this location a must for cstore connoisseurs.