Working closely with the Australian Liquor Marketers (ALM), Mendez created the new independent liquor retail brand, Cellarbrations. The requirement for the new brand was to successfully compete with the Coles and Woolworths families of liquor brands. As such, Mendez created a dynamic brand system for the roll-out of now over 800 stores nationwide. The system includes everything from the name Cellarbrations, its logo, the retail interior, exterior signage, uniforms, print advert templates, stationery, promotional brochures, point of sale items and packaging.