Frisian Flag Store Power
Scope
Shopper Strategy, Retail Experience, Visual System
Client
Frisian Flag Indonesia
The Insight
In Indonesia’s general trade market, point-of-sale materials (POSM) are often created ad hoc—leading to inconsistent branding and ineffective messaging. Local teams need a streamlined framework that’s not only easy to apply, but also grounded in strategic understanding of shopper behaviour and retail environments.
The Idea
We developed a comprehensive POSM design toolkit rooted in design psychology and market insights. The system provides clear, adaptable guidelines that empower local teams to create consistent, on-brand POSM—ensuring every execution drives impact where it matters most.
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.
