We're redesigning the panels on our rectangular cosmetics stand!
The display you see in the attached image has been in place for about 2-3 years and it’s time for a refresh! We’re redesigning the 4 panels surrounding the stand to give it a new look and feel. We feel the current style talks more to the BARGAINS and LOW PRICES, possibly at the expense of the brand experience you’d get if you bought the product at full price in a beautiful department store. The new direction will be bring as much of the beautiful, aspirational experience you’d have from buying a brand name cosmetic at a high end display in a department store, but with the added bonus of the affordable price. Think of the new stand design metaphorically as more of a Treasure chest than a Bargain dump bin. We feel like high end design will be more attractive in the store and do a better job of pulling customers towards it to take a look at what’s on sale than the existing one.
• There are 4 panels, but only two sizes. To reduce printing costs we’d prefer that the design on each sized panel be identical (i.e. the design on one side is identical to that of the opposite side). Unless there’s a really good reason to have a different design on each panel.
• The Panels:
o Large side = 964mm wide x 799mm tall
o Small side = 640mm wide x 799mm tall
o 10mm bleed all round
o It'll be printed on 3mm white PVC plastic
o Print ready PDFs for each side design
o 300 DPI
o Crop marks
o Source files required (e.g. InDesign) in order to make any necessary tweaks in future.
o High end! Slick, Gloss, emulating the displays you see in department stores (see attached department store examples).
o Eye catching Colour: Thinking by incorporating coloured powders, smears, swipes, dripping representing the cosmetics that we’ll catch people’s attention and draw relevance to the product.
o Background colour: Open to whatever works best. White would be simplest given we’re printing on white panels and the rest of the stand (e.g. shelves / base) are white, but if Black is necessary to achieve the designed effect that’s fine too.
o Up to 75% off RRP*
Even though it’s a high end design we’re going for, this point needs to stick out like crazy!
The * is because we need a short disclaimer in small font somewhere on the stand (e.g. at the bottom of the panel) “RRP is the recommended retail price found at similar retailers.”
o Brand names: Need to include the following brand names (though not using their official logos/fonts) into the design so that people know that there are high end reputable brands in the stand: Revlon, L’Oreal, Maybelline, Rimmel
o Logo / tagline
Small, not a main feature but can be found (e.g. bottom corner)
Tagline = “Big brands, Bargain Prices”
You can do a stacked version of the logo with the icon on top of the wordmark as well as the horizontal version in the artwork provided.
o Product imagery: Need to ensure that it’s 100% clear that what’s in the stand is big brand cosmetics. I’m thinking the best way might be to use images of beautiful looking items (of the brands mentioned above or non-recognisable), but in a way that doesn’t focus on the brand/branding but shows lipstick, a brush, eyeshadow, mascara etc… Because the items in the box change we don't want the focus to be on a specific item, where the customer would expect to find it inside.
o Faces: Let’s incorporate some imagery of faces that supports the high end look (e.g. in the style of the mood board mock-up provided).