Product Display Kit
Concept Design
Appleton Estate Rum
The Brief
Increase the visibility and promote the unique qualities of Appleton Estate within the spirits retail trade.
Design an eye-catching window display kit for spirits retailers to display three bottles of Appleton Estate Rum in their window. The display should evoke curiosity and attract the attention of consumers.
Design Challenge
Research & Analysis
Research was conducted by observing window displays in London and Germany, as well as gaining insights via WGSN and STYLUS. The findings were used to focus the creative direction and strategy.
Modularity - Multiple, smaller components will enable store owners to adapt the display based on the layout and available space.
Create depth - Window vinyl, table displays, and backdrops can be utilised to create depth by staggering each element.
Keep it simple - Over-complicated, cluttered and visually distracting displays confuse the viewer, and product can be lost in the chaos
Communicate - Convey product features using window vinyl. Keep the information to a minimum! 4-5 words maximum. Do not use wordy, lengthy paragraphs.
Grab attention - Use large visuals to attract long range attention and create interest and intrigue. Use medium to close range detail to inform the consumer about the product.
Show the product - Use illumination to highlight product, drawing in the consumers eye. Similarly, use linework to draw the eyes attention towards the product.
Create a theme & motif - Use visual motifs such as colour and pattern that is related to the brand to tie the display together.
Use power of three – Creates a strong visual standout for the human mind.
Theme, Motif, Colour & Texture
Textured Plinths & Backdrops - Inspired by the circular plinths and textured backdrops featured throughout the website.
Circular plinths can be used to elevate the product and vary the height of each bottle. Varying the height creates a more dynamic product display and can be used to create tiering between the age ranges.
Flora & Water - The production of Appleton Estate rums use limestone-filtered water and sugarcane that is cultivated on the estate.
Blue waters, tropical flora and sugarcane leaves could feature in the window display to communicate the production method unique to the production of Appleton Estate Rum.
Copper - AE combine traditional copper pot still distillation, which imparts our signature orange peel top note, and modern column still distillation to create a balanced rum rich in flavour.
Oak Wood - The young rum matures in Number One American White Oak bourbon barrels until it earns the right to be called Appleton Estate Jamaica Rum.
To align with the BVI, dark walnut will be used for any wooden elements.
Creating Depth & Movement
By utilising a 3 layered system, we are able to create an element of depth and movement via means of parallax scrolling as the consumer walks by. This captures the consumers attention, and creates a level of intrigue and interest.
Shop window visual – Use large visuals to attract attention. Window vinyls can be applied around the edge of the window. Be aware not to obstruct the view of the product.
Product display – Use the power of three to display the product. Keep it simple, but use props, illumination, and varied levels of display to keep it interesting.
Backdrop visual – Use a backdrop visual to frame the product so that it stands out from the background visual noise of the shop itself. Keep the artwork simple, it should accentuate the product, not overpower or obstruct it.
Initial Concept Sketches
Contemporary Heritage
Contemporary Heritage draws inspiration from the product photography and visual style of the Appleton Estates website, as well as the brands unique Jamaican heritage.
Window – Luscious foliage cascades in from the edge, drawing consumer attention, and framing the bottles.
Product – Utilising the power of three, the bottles are proudly displayed at varied heights. The textured plinths refer to the visual aesthetic seen on the AE website. There is potential to include illumination within the plinths, to establish a focal point once the consumer is engaged.
Backdrop – A curved backdrop wraps around the bottles, the golden glow of the AE bottles are juxtaposed against the darker azure blue colour. The AE Insignia is positioned centrally between sugarcane leaves, displaying the elements, emblems and fables unique to the brands Jamaican heritage.
A Sense Of Nature
A Sense Of Nature draws inspiration from the tropical flora, sugarcane and limestone-filtered water found within the Appleton Estate.
Window – Sugarcane leaves, that later form the molasses, peer in from the edge of the window vinyl, drawing attention from afar, framing the bottles.
Product – Each bottle is proudly displayed on a textured plinth that sits above a pool of water, a reference to the limestone-filtered water used to dilute the molasses during production.
Backdrop – The backdrop rockface, covered in tropical flora and foliage, sits either side of a luscious waterfall.
It’s All In The Craft
It’s All In The Craft pays homage to the production of Appleton Estate Rum, particularly the distillation and ageing processes.
Window – Key information and product features are clearly displayed in short bullet points, ensuring the information can be retained quickly, without boring or distracting the consumer.
Product – Each bottle is proudly displayed on a textured plinth. The plinths are positioned on a bare wooden beam, creating a sense of craft and passion.
Backdrop – Inspired by the distillation and ageing process, copper stills and wooden barrels provide a backdrop that evokes a sense of love for the craft.
Post Client Check-In Concept Amendment
After presenting the client with the initial concept sketches, they decided to proceed with the Contemporary Heritage concept, and provided the following feedback:
No longer referred to as a window display kit. To be referred to as a bottle display kit.
Reduce the footprint of the display.
Incorporate a digital element to display visuals and video.
Provide one version with a digital monitor and one concept without.
Remove the foliage and sugarcane from the background and window.
Visual Renders
Digital Display
After reaching out to numerous suppliers and manufacturers, the cost for obtaining a screen far exceeded the budget. In order to proceed with a digital version, the budget would have to be at least doubled.
It was raised during the first proposal deck to the client that including a digital monitor would most probably push the cost outside of the proposed budget.
The visual render was included in the proposal for the client to see that the feedback was acted on, and for the client to use as visual leverage if the opportunity arose for increasing the budget.
Analogue Display
Inspired by the circular plinths and textured backdrops featured throughout the website, this display unit features a metallic insignia and Appleton Estate logo.
The three bottles of Appleton Estate Rum are elevated, and proudly displayed on top of illuminated plinths.
The illumination is subtle, and creates a focal point that accentuates the warm, golden glow of Appleton Estate’s premium rum.
The unit is constructed from premium printed card. The insignia and logo are debossed with a copper foil finish.
The textured appearance can be printed onto the surface with a spot varnish surface finishes to create the appearance of depth.
Overall Dimensions: 920 x 510 x 720mm
A QR code block can be positioned on the display, near the window, or anywhere the store owner desires.
The QR code enables consumers to access additional information about Appleton Estate and it’s unique features.
The colour and material choices reflect the copper stills and oak barrels used during production.
The QR code is printed in the Appleton Estate blue on a matte finish copper plate.
The copper plate is fixed into a wooden base, resembling a dark walnut wood.
Overall Dimensions: 75 x 75 x 50mm
