Project Brief
I was asked to design a Point-Of-Purchase Display for 1,022 Walmart stores that would be showcased during the 2019-2020 holiday season. The goal of the display was to feature five custom 6-packs of Tombow's Dual Brush Pen markers. There were two major parts of this project:
Step 1: Repackage and redesign the existing marker 10-pack sets into 6-pack sets to align with the Walmart customer budget. Brighten packaging so it stands out on shelves, update artwork to better align with the skill-level of beginner audiences.
Step 2: Conceptualize and design graphics for the POP Display to attract, inform, and inspire customers to purchase.
Original 10-Pack vs Walmart 6-Pack
Step 1: Redesign Product Packaging
Tombow Dual Brush Pen Markers are available in over a dozen color palettes and are packaged in sets of ten markers at a standard price of $26.99 per set. Since this price point is high for the Walmart customer, 6-pack marker sets were created at a lower price. Five color assortments were selected based on the most popular palettes according to trends that would appeal to the audience of crafters, hobbyists, and beginner letterers. Once the color palettes were chosen, we selected an artist to create custom illustrations for the front packaging. We focused on finding an artist whose work aligned with the beginner letterer and "doodler" look and feel. The goal behind choosing this style of art was to inspire customers into thinking, "I could create that" so that they would be encouraged to purchase the markers and try it for themselves.
On the back of the packaging we included a how-to section with hand lettering basics. The tutorial outlines how to create a thin upstroke, thick downstroke and how to combine them to create a full letter.
Bright Palette Artwork
Galaxy Palette Artwork
Primary Palette Artwork
Pastel Palette Artwork
Tropical Palette Artwork
Full Product Line of Dual Brush Pen 6-Packs
Bright Palette, 6-Pack
Tropical Palette, 6-Pack
Galaxy Palette, 6-Pack
Pastel Palette, 6-Pack
Primary Palette, 6-Pack
Step 2: Design POP Display
The display was designed to hold five rows and three columns of product, with three outward facing panels for artwork; only two side panels and the top panel would be visible to shoppers. Three Design Goals:
Goal 1: Make it pop: incorporate Tombow social colors for vibrancy and brand recognition across platforms.
Goal 2: Incorporate lifestyle images to show what these markers can be used for: Lettering, Drawing, Journaling, and Watercolor.
Goal 3: Communicate the unique features of the marker: dual-tip for varied line widths, water-based ink, and blendable.
As a result, I ended with the final solution shown below. I designed the two side panels to showcase how the product is used. Hand lettering was incorporated and placed on top bright colorful sections to further communicate the lifestyle photo featured below. The top panel was utilized to show the full un-capped marker with varied tips.
Sidekick Display Dieline
