SK
Realization of a combined display for the brands Jack Daniel’s & Diplomático under the banner of Brown-Forman Czechia represents a new trend in the field of shelf ends and endcaps. Compared to traditional permanent solutions costing tens of thousands of crowns, it brings a combination of strong visual impact, functional variability, and a significantly lower price—thanks to the innovative use of FSC-certified cardboard and environmentally friendly water-based printing.
The display is designed as a monolithic solution. It arrives fully finished, completely glued and dried using special HP technology, making it highly durable and resistant to deformation even upon impact. The lifespan of such a carrier ranges from one to two years, even in demanding retail conditions. If damage does occur, individual parts can be easily repaired or refurbished. A major advantage is also its modularity and flexibility—the displays can be placed both at the end of the shelf and directly inside it, with the possibility to adjust height, width, depth, or to add lighting and 3D elements. Due to the light, intentional backward tilt, the displays are also better protected from damage, for example from contact with a shopping cart.
When creating the design, the intention was to highlight the premium character of the products. The design uses iconic elements of both brands—the contrasting black-and-gold color scheme of Jack Daniel’s and the distinctive visual identity of Diplomático. Dominant graphics, premium lighting elements, and a thoughtfully arranged product layout ensured high visibility and easy customer orientation. Shoppers certainly noticed the displays in Albert hypermarkets. The new hotpoints were produced in a total run of fifty units.
“Overall, this is a third-generation display that combines the best of permanent and cardboard solutions—premium appearance, high durability, easy logistics, and an attractive price of 10–25 thousand CZK per unit. The project for Brown-Forman is a beautiful example of how such a solution can look in practice,” concludes Marek Končitík, Managing Director of DAGO.
