Fab Mash Point of Sale

Background:

apt marketing & pr was engaged by FabMash to design point of sale collateral for the launch of their outlet in Cardiff. Their brand proposition was fast yet wholesome food, served with a choice of homemade mash varieties. Convenience, with a contemporary twist on ‘good old fashioned home cooking’.

Objective:

With the logo in place, our brief was to produce the store signage and eye catching point of sale that would effectively communicate the food proposition to the target audience of passing trade; as well as differentiate the brand in the competitive location of what is known locally as ‘chip alley’, for its density of convenience food stores.

Actions:

The first task was to work from the starting point of the existing logo and build the brand as a whole; it’s brand personality, tone of voice and ultimately a signature style. Simply being good, ‘traditional’ food, there was a natural leaning towards a homely, retro look and feel; but given the very definite 21st Century slant on the menu items and the breadth of target audience, there was scope to have some fun creatively.  We recommended and then worked closely with the architect for the store to identify the signage and point of sale requirements for the opening and general launch.

Results:

We designed a suite of launch point of sale and promotional collateral, including menu boards, which clearly displayed the daypart and shoulder period propositions, together with ‘meal deal’ promotions; in-store messaging to reinforce the brand; and footfall drivers, such as promotional flyers for the different target markets.
 
 

Fab Mash Point of Sale Design

Fab Mash Point of Sale Design

Fab Mash Point of Sale Design