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Irish Distillers - Summer
Outdoor Fun In Store.

Project Overview

Irish Distillers LTD (IDL) is one of Ireland’s leading suppliers of premium alcohol brands , ranging from wines and spirits to Ready To Drink (RTD) options. They sought a generic point of sale display to promote their diverse drinks portfolio in Irish grocery stores during the summer months.

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  • THE BRIEF

    IDL tasked Custodian with the design, print and installation of a non-branded summer display that would drive sales and help them to stand out against their competitors in an overly saturated marketplace. The display had to be easily transported and assembled by sales reps and also needed to be adaptable to different store sizes and layouts.

  • DESIGN CONCEPT

    Our design concept needed to be unique and enticing to attract customers in a crowded market space. To address this,  we decided to introduce a theatrical element and utilise bright colours. Drawing inspiration from the theme of summer, we proposed a bright and playful beach hut concept, strategically designed to evoke a summer vibe. We also had to factor in practical considerations such as space on the shop floor and shop-ability from multiple angles.

OUR STRATEGIC SOLUTION

We began by reviewing potential headlines for the unit, deciding on the catchy and effective tagline “Summer Ready”. This tagline formed the basis of our design, shaping the development of a key visual.

Key features of the stand included:

  • Theatrical Header:

    We brought the beach hut aesthetic to life by incorporating palm trees and a wooden arched rooftop to recreate the outdoor fun instore.

  • Sunset Themed Colour Palette:

    We developed a vibrant colour palette inspired by sunset tones to reinforce the beach hut theme and complement the branding of IDL’s diverse drinks portfolio.

  • Flexible Structure:

    Our design offered the client high flexibility, with a single unit and double unit that could be displayed separately as standalone units or housed together within the theatrical header, transforming them into one cohesive and impactful stand. This gave the client the flexibility to display the units in different styles to suit the unique retail settings they were in.

  • Enhanced Shop-ability:

    We incorporated extra shelving onto the supporting pillars of the arch to hold more stock and allow for shopping on both sides.

  • Effective Cross Promotion:

    We showcased IDL’s multiple brands on the supporting pillars of the arch to drive promotion of their different spirits and RTD brands.

  • Supporting Floor Graphics:

    We designed and printed floor vinyls to enhance Irish Distiller’s presence on the shop floor and create a more powerful, seamless finish. 

  • Sustainable Structure:

    All of the material used in the units, headerboard and arch was 100% FSC compliant. We re-engineered the keyline of a previous IDL unit to identify opportunities to reduce the environmental impact while also delivering cost efficiencies and maintaining structural integrity. By reducing the overall board content, we delivered 20% carbon savings.

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RESULTS AND IMPACT

he final result was a disruptive and visually appealing POS unit that successfully caught the attention of shoppers and drove sales of Irish Distillers’ brands.

A consumer survey conducted by Irish Distillers found that the unit surpassed its KPIs, with the following results; 

  • 90% of shoppers surveyed said the Summer Ready display was appealing and stood out in store.
  • 8 in 10 shoppers surveyed said they would be likely to stop and purchase from the display.
  • The display drove brand recall, with 68% of shoppers remembering at least one brand from the display.

WHAT WE DELIVERED

  • Project management
  • Key visual development
  • Copywriting
  • Design concept
  • 3D renders
  • Artwork rollout
  • Print production
  • Installation

Client Feedback

We were challenged with how to disrupt the summer occasion in retail stores.

With a cross-category spirits portfolio we needed to create a branded identity that pulled our products together in one secondary display solution. 
 
The team in Custodian were fantastic, understanding the challenge and surpassing our expectations, delivering a best-in-class solution that was shoppable, scalable to store size and bespoke to customer needs. We worked hand in hand, with guidance from the design and engineering teams to deliver a top tier suite of display assets that shoppers were incredibly responsive to. 91% of shoppers surveyed agreed the displays stood out, 83% said the display stopped them in store and 79% agreed they would be likely to purchase from the display.