The upper management at the Central Market store in Plano wanted to find a solution for semi-permanent signage above the grocery aisle ends, what they call "endcaps." The project was given to me to come up with new, fresh signs that featured items that we were likely to carry and stock regularly. Further brainstorming gave me the idea to make generic, illustrated, 3D signs with a range of grocery items likely to be combined that could be moved and changed with the needs of the business.
The first test of this concept was for olive oil, a product that was a permanent display on an endcap. The success of this first sign led me to create a series that focused on depicting a number of products likely to be merchandised together to not only give the sign the greatest diversity in merchandizing opportunities but to also to encourage customers to pick up other items they may have not thought to combine. A push for selling more own-brand products and ad items necessitated additional signage that closely matched the Central Market brand, that would clearly impart information, but would still look compatible with the more decorative endcap signage.
The amount and popularity of these signs has influenced the way in-house signs were being made in the Plano store but also at other Central Market locations. Cutout letters and layers of visual interest in the signage have become more common since the unveiling of this series of endcaps throughout the company.
When I transfered stores, I started a new set of endcaps for the Preston Royal Central Market. This job was then taken over by one of my partners who really stuck to our brand image and promoted mainly own brand products.
Permanent Signs
To introduce the complicated and nuanced world of sake to customers who may be new to this traditional Japanese alcohol, I thoroughly researched, wrote copy for, and designed the look of signage inspired by traditional Japanese icons and watercolors.
The original sake signage I made for the Plano store and reused the copy for the second design. For the original display, I designed the look of signage inspired by sumi paintings and Japanese textiles. To draw attention to the merchandising area, I handcrafted a large display mimicking classic Japanese architecture and design. Along with shelf signs and card stock, the entire area was utilized to inform customers of the various sake products Central Market offers.
For seasonal decoration, event themed decor, and permanent merchandising displays, I have created a variety of large scale sculpture using as many found materials as possible. From a permanent life-sized cow sculpture standing on her back legs and pushing a cart full of milk to a two-week display of a turkey-sized chicken hugging a beer can, these 3D works are meant to engage customers, liven up the store decor, and, most importantly, drive sales.
Events at Central Market are usually held once every month and last for two weeks. For the "Out of this World Citrus" event in January 2017, I created a rocket ship out of old foam board, recycled cardboard, and a couple of disposable salad bowls. The sculpture was over 24 ft in length from nose to flame tip.
While temporary, the nutcracker and fall ent were created as decoration for the seasonal change in the front outdoor display area of Central Market. These became photo-ops and interest in the sculptures caused customers to slow their entry into the main store and shop longer in the outdoor merchandising area.
The largest permanent sculpture created for the store is the cow I crafted to promote Central Market brand milk and push the sales for the weekly "Moo Monday" deal where customers could get two gallons of Central Market organic milk for $8. The cow herself is nearly life-sized and the grocery cart and milk jugs she is pushing are real (the real milk removed, of course). In addition to the sculpture, a hand painted sign was made, a chalkboard a-frame created, and digital signage used at the front doors designed to match the look of the new display.
As part of a push on pre-made marinated chicken in conjunction with a beer event, I was asked to build a larger-than-life sized chicken hugging an enormous beer can. The beer can used was marketing material from Four Corners Brewing, a local Dallas brewery who's logo is a rooster. The cross merchandizing proved effective in selling beer and in-house marinated chicken and also in pushing DIY beer marinated chicken.
As part of the seasonal transition into fall, I sourced a 1949 8-N Ford Tractor to put in the front outdoor display of the Plano Central Market store and built a 13 foot tall scarecrow to go with it. For a memory care center located near the store, I was also asked to provide a scarecrow for an auction and so created a matching freestanding female scarecrow.
The theme for "Chocolate Festival: The Sweetest Premiere of the Year" was a play on movie posters. Held in February, the Chocolate Festival goes through Valentine's Day. To combine these themes and promote Valentine's Day Dinners, I cut, by hand, two-foot wide film strips with silhouettes of famous movie couples to hang above the display. These were made with a combination of black butcher paper and black cardstock for the more detailed sections. The film strips were then laminated to be clear and look like a real piece of film.