OBJECTIVE
Pigeon is a trusted leader in the mother and baby care sector, known for its dedication to comfort, safety, and quality. In Singapore, they faced a common retail challenge: how to refresh in-store visibility and shopper engagement using only existing fixtures. Their aim was to find a smart, scalable solution to improve visibility within real-world retail limitations.
CHALLENGE
Pigeon wanted to elevate product presentation across various retail formats without replacing the current fixtures. This posed several constraints:
1. Precise alignment with existing shelf structures and limited display space.
2. Maintaining brand consistency across varied store environments.
3. Communicating product benefits effectively while respecting space and brand tone.
4. Enhancing the shopper’s experience within strict layout and material guidelines.
APPROACH
We developed a set of modular and brand-aligned POSM solutions that brought new life to existing retail shelves:
1. Brand-Driven Design Language: Rounded-edge structures, soft color cues, and clean typographic hierarchy that echoed Pigeon’s values of safety, comfort, and care.
2. Seamless Fixture Integration: Every display piece was custom-fitted to match existing retail dimensions, ensuring easy implementation without disrupting store operations.
3. Clear Communication of Value: Strategic layouts ensured that key product benefits were prioritized visually — enabling faster comprehension and stronger call-to-action for shoppers.
4. Scalable Visual Templates: Designs were created to be replicable across different store formats, ensuring consistent brand presence in both large-format stores and smaller pharmacy setups.
OUTCOME
1. Improved Product Visibility: Products stood out more clearly, even in high-density environments.
2. Enhanced Brand Recognition: Unified visuals across stores reinforced Pigeon’s identity.
3. Efficient Rollout: The client was able to implement improvements without investing in new fixture infrastructure.
KEY TAKEAWAYS
You don’t always need new fixtures to make a big impact. With the right design strategy, your existing displays can be transformed into powerful brand storytellers — without disrupting operations or increasing capital costs.