Strategic POSM design across retail formats
Elephant Design created format-specific point-of-sale materials, delivering enhanced brand visibility within diverse retail environments.
Increased Engagement
Across retail spectrum
Conducted shopper behaviour analysis
Developed format-specific planograms
Created unified design language system
Implemented sustainable material solutions
Engineered modular display components 
Developed a comprehensive range of point-of-sale materials tailored to diverse retail environments, from neighborhood grocery stores to modern self-service outlets, maximizing Colgate's visibility within cluttered competitive spaces.
Working with a Universal Brand
Colgate, a household name with universal reach across all socioeconomic segments, faced the perennial challenge of standing out in highly competitive retail environments. With products sold through a multitude of retail formats - from small neighborhood stores to large supermarkets - the brand needed effective visibility solutions that would work across this diverse retail landscape. Colgate partnered with Elephant Design to create point-of-sale materials (POSMs) that could cut through the visual clutter and highlight their product portfolio at the critical moment of purchase decision. 
Attention Grabbing Yet Personal
Colgate aimed to develop a strategic approach to in-store visibility that acknowledged the different shopping behaviours across retail formats while maintaining brand consistency. They needed solutions that could adapt to various space constraints while effectively showcasing their product range. The goal was to create attention-grabbing yet functional displays that would work efficiently for retailers while influencing shopper decisions. These displays needed to embody both visual appeal and practical durability, with sustainability considerations integrated into the design process to align with evolving consumer expectations and retail requirements.Catering to the Retail Spectrum
The POSM design strategy addressed the full spectrum of retail environments through carefully tailored solutions. In large modern retail outlets, self-service display and dispensing units accommodated multiple product variants, supporting comparison shopping and informed decision-making. Island displays brought focus to Colgate products in medium-sized stores where space allowed for more substantial brand presence.
For high-frequency neighbourhood stores with limited space, compact standees maximized visibility without disrupting tight traffic flows. Wholesale environments received flexible flag systems with interchangeable communication panels that could be easily updated with new offers and promotions. Throughout all formats, a unified design language created instant brand recognition while material choices balanced visual impact with durability and sustainability considerations.
Understanding Shopper Behavior
Comprehensive research into shopper movement patterns and purchasing behaviours informed format-specific visibility strategies. This evidence-based methodology ensured each POSM solution addressed the unique dynamics of different retail environments while maintaining a cohesive brand experience.
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