POP Display

This innovative point of purchase display (POP) for Heineken beer was designed by IDS based on a concept developed by Merchandising Specialists Inc. (MSI). The POP was intended to promote Heineken’s 5 liter kegs by displaying the product and storing refrigerated merchandise within the glass door ed refrigerator compartment below. This case study will highlight the development process throughout this design project.                            

MSI initially presented us with a full scale non-functional model of the concept as shown in the following pictures. They requested that our design team faithfully translate their concept into a viable production design based on rotational molding.

Before we began the project, our design team gathered, organized and documented all relevant information affecting the design. This deceiving simple display required careful consideration of

• aesthetic,
• function,
• technical,
• structural

parameters to assure a successful product launch. A picture of the model is shown here.

Overall Aesthetics

MSI wanted the production units to like a combination of the full scale model and actual mini keg. This interpretation required a combination of artistic and engineering skills balancing form against function.

Color & Graphics

The POP would not have been complete without Heineken’s trademark insignia contrasting against a silver background.  These design requirements had a major impact on material pigment selection and technical considerations for applying the logo.

A flexible vinyl appliqué was determined to be the optimum graphic medium after carefully evaluating all the criteria.

Since the graphic overlay had to accurately conform to a slightly compound curved surface, we extracted the surface from the 3D CAD file, flattened and sent to the graphics facility to create the artwork. This process eliminated guesswork of estimating the surface geometry with a 2D file.

Structural Requirements

The POP had to support a total weight of 240lbs when fully loaded with under a variety of environmental conditions for an extended period of time. The demanding structural requirements were satisfied with the use of kiss-offs when possible and the inclusion of stronger materials when economically appropriate.

Assembly

A standard commercial refrigerator was modified to slip into the POP from the rear and be fastened securely in place. Modifications were limited to drilling a few holes on either side which permitted the mounting of a pair adjustable sheet metal “L” brackets as shown in the pictures.

Heineken’s trademark green ring was designed to snap around the top edge of the base shortly after being removed from the mold, resulting in an inseparable assembly.

Shut offs were applied where possible to minimize undercuts which would otherwise further complicate tools. 

Concealed fasteners inserted from the underside of the top surface, retained the spout assembly. Each of the three parts within this assembly were designed to be assembled to each other with two screws in one step.

Five casters were assembled to a MDF panel which was then screwed into the base of the POP with seven self tapping screws for added reinforcement.  

Molding Requirements

Each part was specifically detailed for the rotational molding process. The main body was designed to be molded in a six piece mold.

One degree draft was added to three sides of the large rectangular opening for the refrigerator. The bottom surface was designed with zero draft to provide a flat surface for setting the refrigerator

The spout handle parting lines and geometry were carefully developed to replicate the desired form with a two piece.

Final Product

After all the design details were completed and checked, 3D CAD files were released for tooling without any prototypes to check form, fit or function. Tools were cut directly from the CAD files and delivered within 8 weeks after the files were released.

The first sets of molded parts were assembled as anticipated, fitting together perfectly. Here are some pictures of the final production unit.