Megan King
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Coke & Dollar General

On-The-Go Retail Solution

Client: Coke
Agency: Arc Worldwide
Discipline: Design & Art Direction

My team was tasked with developing concepts to reinvent the beverage aisle at Dollar General. The objective was to drive snack and beverage purchase incidence and frequency at Dollar General. On the right, you will see two different thematic executions for how we delivered 3D renderings, textures and patterns for a store-within-a-store. 

Concept A

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DG GO

On-the-go shoppers are going faster than ever. They want simple, immediate shopping experiences that get them in and out in a hurry. Dollar General will help with an engaging, innovative aisle that takes Grab & Go to a whole new level of sophistication and convenience. 

 
An extruded logo/lightbox brands this space and welcomes shoppers to this shop-in-shop experience.

An extruded logo/lightbox brands this space and welcomes shoppers to this shop-in-shop experience.

A series of quick-grab bins encourage shoppers to create combos of drinks/snacks.

A series of quick-grab bins encourage shoppers to create combos of drinks/snacks.

2-liter bottles and 12-packs merchandised on 3/4 height shelving, allowing visibility into "snack central"

2-liter bottles and 12-packs merchandised on 3/4 height shelving, allowing visibility into "snack central"

Center island provides additional 360 merchandising with 2 sides for beverages and 2 sides for snack pairings, with top panels for branding

Center island provides additional 360 merchandising with 2 sides for beverages and 2 sides for snack pairings, with top panels for branding

Quick-grab, gravity-fed shelf displays bring 20oz beverages into the snack aisle. These units provide space for additional messaging while also serving up beverages in a fun, unexpected way.

Quick-grab, gravity-fed shelf displays bring 20oz beverages into the snack aisle. These units provide space for additional messaging while also serving up beverages in a fun, unexpected way.

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Branding

These textures and patterns were designed to be used on signage throughout the space. The yellow horizontal pattern add a sense of urgency and speed. The wood texture on the way finders throughout bring in a natural feel which is currently prominent in grocery stores.

 
 

Concept B

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The Spot

When cravings kick in, shoppers want what they want, and they want it now. So, whether quenching their thirst for ice-cold refreshment or treating taste buds to a satisfyingly salty crunch, we'll make sure Dollar General is the one spot shoppers rely on to hit the spot when nothing else will do. 

 
Lit signage with lead brand logos. Cooler door clings include flavor profiles.

Lit signage with lead brand logos. Cooler door clings include flavor profiles.

Coolers with 20oz PET for immediate consumption. Back-to-back coolers for beverages with side shelving for snacks. Merchandie "combos" across cooler shelves and outer racks such as: classic, fun or adventurous flavors.

Coolers with 20oz PET for immediate consumption. Back-to-back coolers for beverages with side shelving for snacks. Merchandie "combos" across cooler shelves and outer racks such as: classic, fun or adventurous flavors.

2-liter bottles and 12 packs merchandised on 3/4 height shelving, allowing visibility into "snack central". Short endcap with curated "snacks that hit the spot"

2-liter bottles and 12 packs merchandised on 3/4 height shelving, allowing visibility into "snack central". Short endcap with curated "snacks that hit the spot"

Hanging signage with lights emphasizes yet again "the spot", with a central beverage bin below.

Hanging signage with lights emphasizes yet again "the spot", with a central beverage bin below.

In-aisle "combo trays" position beverages next to complementary food items, serving up snacking solutions that "hit the spot".

In-aisle "combo trays" position beverages next to complementary food items, serving up snacking solutions that "hit the spot".

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Branding

Examples of "spots" and patterns could be used on signage throughout the space. Dots would act as way-finders throughout the store even if they were semi-circular shelf talkers.