Our sales team wanted new in-store displays and had settled on an outside vendor’s design; the ask was to draw it up and cost out building it in-house. That design missed what sales actually needed, a specific footprint and maximum visibility of the beer, so I drew a second version that delivered both.
The redesign was approved and went into production: 80 units for accounts across Ohio and Kentucky. Each unit is 68 inches tall, built from plywood and coffeenut (Kentucky coffeetree), with mild steel square tube, price tag molding, and a vinyl logo on edge-banded plywood. Coffeenut earned its place as a regional hardwood that looks good and fit the per-unit budget.
Assembly jigs for the whole structure kept the run consistent. Units were built in batches of ten, then palletized and trucked to the offsite warehouse for the sales team to distribute.
