The Overview

To support a nationwide football-themed sweepstakes activation hosted by Avid Marketing Group, Deschutes Brewery required a high-impact retail point-of-sale (POS) system. Operating as the sole designer, I architected a cohesive structural signage package consisting of a custom die-cut endcap header and a coordinating retail floor mat engineered to capture foot traffic and drive product trial at the critical path-to-purchase.

The Strategy & Impact

Retail Foot-Traffic Interception: Designed a dynamic, custom die-cut endcap header card that broke the traditional rectangular geometry of standard grocery store aisles, creating immediate visual disruption to pull shoppers toward the display.

3D Environmental Experience: Paired the overhead dimensional signage with a high-contrast, brand-aligned retail floor mat. This multi-sensory approach created a unified "destination footprint" within the retail environment, surrounding the consumer as they selected products.

Cohesive Campaign Integration: Flawlessly blended Deschutes’ rugged corporate branding with an energetic, approachable tailgate football theme, ensuring the localized retail signage felt completely synonymous with the brand's national promotional media.

Production-Ready Mechanical Setup: Engineered the structural files with precise bleed lines and die-cut paths, ensuring an error-free manufacturing run for high-volume retail distribution.