Nestlé USA
Essentia Water: Bringing the Brand to Shelf
To amplify brand visibility at retail and drive conversion in-store, I led the creative development of a robust POS system for Essentia Water. The suite included everything from cooler clings to pallet wraps, delivering consistent and bold branding across a variety of retailer formats.
The goal was to establish a recognizable, premium shelf presence while remaining flexible for different retail environments—from mass and grocery to convenience.
Role: Creative Lead – In-Store Experience & POS Design System
Contribution
Retail Experience & Design Execution
Designed a full suite of in-store assets, including shelf strips, rack toppers, danglers, pallet wraps, dealer loaders, cooler clings, and more
Created a modular design system that allowed for brand consistency across retailers while allowing for localized adaptation
Incorporated product hierarchy and visual prioritization to make high-volume SKUs easily discoverable
Production-Ready Thinking
Partnered with shopper marketing and sales to align on asset specs and retailer requirements
Delivered print-ready mechanicals with exact dielines, bleed, and substrate considerations
Ensured compliance with retailer brand standards and co-branded displays where needed
Cross-Functional Collaboration
Worked closely with the marketing, commercial, and sales enablement teams to prioritize product messaging and promotional needs
Integrated strategic messaging and claims to support national campaigns within the retail space
Impact
Elevated brand recognition and shopability across key U.S. retailers
Strengthened shelf presence with bold, premium visuals in a crowded hydration category
Created a scalable, evergreen toolkit for future promotional pushes and retailer-specific activations