"Pick 3" Retail Signage Toolkit
HMSHost is a global restaurateur and leader in travel dining for airports and motorways, with restaurants in over 120 worldwide airports as well as 99 turnpike travel plaza stops in North America. Working with their tagline, “Feeling Good on the Move,” HMSHost wanted to increase sales at their grab & go kiosk locations by creating a “Pick 3” deal to incentivize bundled purchases. With the combo option, HMSHost wants guests to reach their destination feeling happy and satiated, knowing they experienced time well spent in one of their establishments.
My team at Novak Birch was tasked with designing a retail signage toolkit, incorporating messaging and branding that unites the items available in the Pick 3 deal that are spread out throughout the existing kiosk space at six pilot locations—each with different store layouts.
The deliverables for the Pick 3 deal included: Entrance signage, shelf-talker, floor decal, cooler floor decal, and snack-specific instruction signage. The campaign was successfully launched in six pilot locations, and the client wants to expand the reach of the campaign, potentially rolling out to 40–50 markets.
To differentiate the products associated with the packaged deal and to help customers more effectively identify items, HMSHost wanted friendly and informal language, separate from their other retail marketing; they also wanted a unique look that separated it from existing materials.
We provided HMSHost with three mood boards that matched their request for a fun, quirky, and health-conscious tone. With these standards in mind, I drafted mood boards ranging from streamlined to trendy; each contained a custom, digitally drawn pattern. After sharing them with the client, we learned that they wanted to incorporate aspects of two boards, including playful and abstract blocks of color and modern fonts.
After looking at their existing store color palette, we explored different ways of modifying the palette to complement any existing materials that would remain in store. Then, I created variations of my original digital illustration to suit different sizes, materials, and copy. Each piece had different sizing and placement, and their illustrations each had different brushstrokes, weights, and color variations. The end result is something bright, energetic, and artistic.
Last but not least, the team at Novak Birch built the final signage with specific dimensions for each retail space. We worked with each market to measure their coolers and retail space, and then our in-house shop built, printed, and assembled the signage and vinyl stickers needed.