01. Conceptualization

Laying the Ground Work

Celsius Holdings is relatively new to the energy drink marketplace, but its orders were rapidly increasing, that store managers were requesting displays that were much bigger and elaborate. Celsius was also expanding to new stores that wanted smaller quantities to test the product. To accommodate the demands’ variable nature, we decided to design around six different displays for the most commonly ordered case quantities: 12, 32, 64, 72, 100, 250.

Our Drink Advertising Agency Went to the Drawing Board

Celsius also requested the displays to include promotionally branded items such as yoga mats, yoga balls, and even a full-road bike. We immediately initiated 3D modeling and noticed some serious issues with the layouts: cumbersome promo items, art that was not eye level, and weak points that were likely damaged while in stores. While we did have some successes, it was time for our package design team to go back to the drawing board with what we had learned.

02. Ideation

Back to the Drawing Board

At Sack Lunch, we know that the display of your dreams can’t just be in your dreams; it has to become a reality, which means it has to follow certain limitations. Going back to the drawing board meant redesigning all of the pieces to maintain brand appeal. It had to be easy to assemble, prominently visible from multiple angles, safely organized, and durable for the promotion’s duration.

From sketches to mockups and back to 3D, we incorporated all of the design specs into a new set of displays.

This set is comprised of four pieces that can accommodate a wide range of quantity orders. The case stacker on the left holds 32 cases but can be placed back-to-back from 64. From there, store managers may choose the spiral stacker, which holds up to 72 cases, and add on single can displays or the case stackers. Finally, a wall-sized display for the largest orders has room for a visible 360-degree wall with cases stacked all around and a promotional bike in the center.

We also developed a new design language for the “Live Fit” message that incorporated cut-out letters for visual interest and heavy use of athletes in training to push the “live the lifestyle” message. This branding also takes into account all the missteps we discovered in 3D layouts. There are no loose die-cuts with weak points that customers might walk into and break, and the promotional items have been lifted out of the way and incorporated in a way that appears intentional. We also gave special attention to each display’s dimensions: all large signage and messages are at eye level, and our stacking is efficient enough to take up as little space as possible, which store managers always appreciate.

03. Implementation

Market Rollout

Pushing the displays to market was exceptionally easy because we were diligent and planned. We provided the sales representatives sales sheets (as shown in the header image) with this quarter’s theme, market goals, and all pertinent information about the displays. Within a week of completion, we quickly organized the shipments and first deliveries and launched the product.

It’s always a pleasure to see our work out in the wild, especially at a national level. But it’s even better to have our hard work recognized in the same magnitude. We were very excited that our work for Celsius won a 2020 GDUSA American Packaging Design Award. It just goes to show how far thorough planning and conscientious planning can lead you!