Saint James Expo East—Trade Show - Sack Lunch Agency

Case Study

Saint James Expo East—Trade Show

Client

Saint James is the premier organic iced tea brand. An elevated take on a classic beverage, Saint James uses the highest quality teas and combines them with delicate fruit flavors and natural sweeteners to create a lightly sweet, flavor-packed, refreshing, low-calorie iced tea. It was founded by beverage industry veterans who brought with them decades of experience and saw a space in the market for high-end, great-tasting iced tea. Sustainability is also a major focus for Saint James, starting with certified organic ingredients. They contracted with Tetra Pak to ensure their packaging was made with low-carbon materials.

Challenge

Saint James already had an ongoing relationship with Sack Lunch when they came to us with their latest project. They’d registered for Natural Products Expo East 2022, which took place in Philadelphia, and wanted to design an eye-catching trade show booth that would draw people to their exhibit and get them talking. This also included a slate of promo items that they could give to their new found fans.

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01. Exhibit Booth Design

Saint James wanted something that wasn’t just a booth to display products—they wanted an experience. We worked with them to design a booth that was engaging and spoke to the New York origins of its founder. What could have been a simple trade show booth turned into a recreation of the classic, and much beloved, New York bodega. It was a large booth, measuring 20 by 30 feet, which allowed us to really build out something that would be visually and experientially spectacular. We constructed the outside walls to resemble brick, textural instead of flat printed panels, rendered in the delicate cream that is a feature brand color of Saint James. Backlit structural signs were featured over striped awnings while one end had their tagline, “Who Is Your Saint James?”, painted in large, attention-grabbing letters. The booth had a wrap-around counter which offered more space to handle a larger volume of interested consumers as well as counter stools along one side and an area with a couple cafe tables and chairs. Crates with product and realistic faux fruit were set up on the outside of the booth along with a stand full of fresh flowers. All of these helped to deepen the immersive experience.

02. Promo Items

In addition to the booth, Sack Lunch also designed a robust collection of promo items for the Expo which included: bottle openers, enamel metal mugs, coasters, magnets, a customized Saint James newspaper, and v-neck t-shirts. All promo items were branded with the Saint James logo and “I Love SJ”, with their logo inside the heart. These were displayed on shelves within the booth that further expanded upon the bodega feel. In addition to the above promo items, our designers created scratch offs, a fun reference to the lotto tickets on offer in most bodegas throughout the city. Visitors to the booth were able to use the scratch offs to win promo items. The newspaper we designed was fully customized for all things Saint James. The paper had articles that featured the Saint James origin story, the history and science of tea, and an article highlighting the philanthropy work Saint James does. We also included fun letters to the editor that highlighted their new flavor and one that offered a different, party friendly, way to drink their tea. Our designers created illustrated cartoons, a crossword puzzle, and a word scramble, injecting a sense of levity in the product and further keeping people’s attention on Saint James.

03. Execution

The design, build out, production, and day-of services were truly a team effort, and a big one at that. Sack Lunch partnered with GAI Exhibits to help execute the design and produce the booth. Our creative team designed the promo items and worked to develop a cohesive experience for visitors. Our production team coordinated ordering and shipping the promo items as well as everything we were able to produce ourselves in the Sack Lunch print shop. (And yes, we have our own print shop!)

04. The Experience

The full experience was a hit at the expo. The sheer size and design of the booth was a major attractor. Creating such an immersive experience made sure the booth and product stood out in people’s minds and got them talking. Our flower stand was a particular draw. Full of fresh flowers, they were given away at the end of each day. The team first wrapped them in the newspapers and tied them with the branded green ribbon, but they were so popular, soon there wasn’t time to even do that. And as people walked around the expo with fresh flowers, more and more people searched them out, leading them to the Saint James booth. For jaw-dropping exhibits and unforgettable trade show experiences, Sack Lunch Agency and GAI Exhibits are the premier choice. We’ll make your booth the talk of the show.

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