Give the people what they want is an excellent phrase to keep in mind when you’re designing anything. In the case of Douglas Liquors in North Attleboro, Mass., the owner – who happens to be English – wanted to immerse his customers in a traditional London tavern.

Tennyson Lacasio’s last point of sale, in-store display masterpiece featured here used flowing “beer” (actually ink-stained water) to draw additional attention and sell more Guinness. Lacasio, graphic designer for Colonial Wholesale Beverage in North Dartmouth, Mass., recently created another water feature. While the concept was different this time around, the outcome was similar; namely, more beer sales.