Frisian Flag Store Power
Scope
Shopper Strategy, Retail Experience, Visual System
Client
Frisian Flag Indonesia
The Brief
The client engaged us to develop a POSM design framework tailored for the general trade market in Indonesia. The framework needs to be both consistent and easy to apply, as it will serve as the key reference for their local design team.
The Solution
Backed by research in design psychology and strategic insights from the retail landscape, we created a toolkit that will support consistent and purposeful POSM design across all executions.
The concerns
Repetitive. Cluttered. Unclear.
With the master key visual (KV) as the starting point, in-house designers or external vendors are often tasked with adapting it across various POSM. However, without clear and consistent guidance, these designs can often result in repetitive layouts and diluted messaging across the touchpoints.
A simple and clear system is the key
First, we define the shopper journey and outline the objectives across each stage—from Attract to Engage to Convert. Every POSM is then mapped to one of these three phases.
Next, we deconstruct the elements of the Master KV and strategically assign them to support the corresponding phase of the journey.
Less is more
To maintain strong visual hierarchy, each design is limited to a maximum of four visual elements, with text kept under 12 words.
