I led the art direction, design, and photo shoot of the display, including the concepting and sketch layout, collaboration with a writer on messaging that emphasized taste, comfort, and affordability, as well as coordination with brand and retail teams to ensure visual alignment.

Goal
To support the fall reset at Meijer stores, Seattle’s Best Coffee and Hershey’s partnered to create a seasonal bookcase display. The objective was to inspire impulse purchases and increase sales by pairing a better cup of coffee with a simple chocolate treat.

Results
The display launched across Meijer locations and contributed to a boost in sales, meeting the ROS (rate of sale) goal of 2.0+. The display effectively connected with shoppers looking for an affordable upgrade to their daily coffee ritual.