Objectives

Milwaukee Electric Tool Corporation requested a two-sided floor display that would stand out, represent their notoriously high-end brand and allow for efficient scalability. This display showcased Milwaukee Tool’s M12™ and M18™ cordless power tool systems in 1,985 Home Depot retail locations throughout the U.S., which included more than 100 tools in the M12 line and more than 200 tools in the M18 line. The goal was to create an attention-grabbing, envelope-pushing display while keeping it under 70” tall to ensure a good fit with standard pallets (requirements of Home Depot’s pallet event).

To showcase the variety of tool combinations, designers were tasked with making sure the display could support the weight of the intended product, be produced within the desired budget and be easy to reduce the display size as the products sold so it always appeared fully stocked.

The target market for this display was the typical power tool purchaser who is predominantly male, ranging from DIY-enthusiasts to construction business owners. Because Milwaukee Tool is recognized among power tool users as the “Cadillac of tools,” the display was strategically designed to draw in Milwaukee Tool brand loyalists who would immediately recognize the name and gravitate toward it to see additional offerings for the two systems.
 

How were the objectives met?

Designing a large display that was both visually well balanced to grab attention and able to accommodate the weight of the product was a significant accomplishment.

Milwaukee Tool went with a train display to take advantage of high traffic with middle aisle placement in Home Depot stores and visibility with a large footprint.

Working within the Milwaukee Tool color scheme and using a home workbench as design inspiration led to a design that was very prominent in stores. Applying a cost-effective, direct print approach for the simpler design elements and a higher quality, litho print for the more intricate parts resulted in a well-balanced display.

A corrugated hutch with shelves supported by metal bars provided a display that was both strong enough for Milwaukee Tool’s M12 and M18 lines of product, and was ISTA tested to ensure each train made it to stores. The train also provided the ability for the display to be reduced as product was shopped down, which also provided flexibility to move the display around the store as display size was reduced.

In the end, the display provided necessary structural support, graphic impact and ongoing scalability—all within a limited budget. The client was very pleased with the final design, and the display was so successful with end-consumers that four more pallet train designs were requested for completion in 2020.

Location: Neenah, WI, United States

Submitter: Menasha

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