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Oskar&Friends
Costco Roadshow Booth Design
Retail display design for Costco roadshow
Year: 2025
Scope of Work: point-of-purchase (POP) design, in-store marketing materials, trade show booth design.
Target audience: Costco shoppers, brick-and-mortar pet owners, impulse buyers in a high-traffic retail environment.
We created a comprehensive point-of-purchase (POP) and in-store marketing project for Oskar & Friends, a Los Angeles-based pet accessories brand specializing in stylish and functional pet carriers. The project was developed to support the brand's physical retail expansion through Costco roadshows — temporary pop-up retail activations inside Costco warehouses. The goal was to design a cohesive trade show booth ecosystem (backdrop, pull-up banners, and branded tablecloth) that stops foot traffic, communicates premium brand values without digital screens, and drives immediate sales conversions. The final solution blends retail design best practices and the brand's existing identity (logos, fonts, colors, tone) into a scalable, retail-ready asset kit that Oskar & Friends can reuse across future Costco locations.
Scope of Work: point-of-purchase (POP) design, in-store marketing materials, trade show booth design.
Target audience: Costco shoppers, brick-and-mortar pet owners, impulse buyers in a high-traffic retail environment.
We created a comprehensive point-of-purchase (POP) and in-store marketing project for Oskar & Friends, a Los Angeles-based pet accessories brand specializing in stylish and functional pet carriers. The project was developed to support the brand's physical retail expansion through Costco roadshows — temporary pop-up retail activations inside Costco warehouses. The goal was to design a cohesive trade show booth ecosystem (backdrop, pull-up banners, and branded tablecloth) that stops foot traffic, communicates premium brand values without digital screens, and drives immediate sales conversions. The final solution blends retail design best practices and the brand's existing identity (logos, fonts, colors, tone) into a scalable, retail-ready asset kit that Oskar & Friends can reuse across future Costco locations.
Oskar & Friends needed to transition from an e-commerce pet brand to a physical retail presence at Costco roadshows
The challenge was purely retail design
First, there is the issue of shelf noise: Costco is a cluttered retail space with aggressive visual merchandising from every brand, so standing out is difficult.
Second, dwell time is extremely limited — the booth layout had to convert a passing shopper into a buyer in under five seconds.
Third, we had to solve a brand architecture problem: how does a premium pet carrier brand communicate value and style without a digital screen?
The answer lies in physical branding and environmental graphics. Based on these insights, the client's request was clear — to create a cohesive retail environment including a backdrop, banners, and tablecloth that drives foot traffic and impulse purchases at their pop-up retail activation.
Second, dwell time is extremely limited — the booth layout had to convert a passing shopper into a buyer in under five seconds.
Third, we had to solve a brand architecture problem: how does a premium pet carrier brand communicate value and style without a digital screen?
The answer lies in physical branding and environmental graphics. Based on these insights, the client's request was clear — to create a cohesive retail environment including a backdrop, banners, and tablecloth that drives foot traffic and impulse purchases at their pop-up retail activation.
We didn't guess. We applied retail design best practices based on consumer behavior
Retail typography hierarchy: headlines in Montserrat Medium are legible from 15 feet (critical for warehouse retail). Body text in Roboto Light works at the point of purchase.
Retail color psychology: Most in-store displays scream with neon. We used neutral backgrounds as visual rest.
Merchandising-friendly imagery: no cartoon animals. High-res lifestyle pet photography (urban, loft, coffee shop). This is aspirational retail storytelling — the shopper buys the lifestyle, not just the carrier.
Retail copywriting: short, rhythmic phrases designed for scanning behavior: "Together, everywhere. Everyday pet carriers." It works like a retail hook — emotional, fast, memorable.
Retail color psychology: Most in-store displays scream with neon. We used neutral backgrounds as visual rest.
Merchandising-friendly imagery: no cartoon animals. High-res lifestyle pet photography (urban, loft, coffee shop). This is aspirational retail storytelling — the shopper buys the lifestyle, not just the carrier.
Retail copywriting: short, rhythmic phrases designed for scanning behavior: "Together, everywhere. Everyday pet carriers." It works like a retail hook — emotional, fast, memorable.
The client received a retail-ready file kit for future Costco roadshows, saving on repeat design costs
Brand consistency across channels
The "retail-ready file kit" we delivered is more than just a set of mockups — it's a complete, print-ready production package for future Costco roadshows. It includes: POS material templates, display assembly instructions, ready-to-print sample packaging files, planograms, and branded booth elements.
The key benefit for the client is saving on repeat design costs. Now each new roadshow doesn't require starting from scratch. The team simply takes the existing kit, adapts it for the specific date or promotion, and sends it to production. This cuts repeat launch costs by up to 70–80% and reduces time-to-shelf from 3 weeks to just 3–5 days.
Omnichannel effect: Thanks to a unified visual standard, shoppers at a physical Costco store see the same color palette, typography, and visual patterns they recognize from the brand's website or app. This boosts brand recognition, trust, and in-store conversion — without creating cognitive dissonance between online and offline experiences.
The key benefit for the client is saving on repeat design costs. Now each new roadshow doesn't require starting from scratch. The team simply takes the existing kit, adapts it for the specific date or promotion, and sends it to production. This cuts repeat launch costs by up to 70–80% and reduces time-to-shelf from 3 weeks to just 3–5 days.
Omnichannel effect: Thanks to a unified visual standard, shoppers at a physical Costco store see the same color palette, typography, and visual patterns they recognize from the brand's website or app. This boosts brand recognition, trust, and in-store conversion — without creating cognitive dissonance between online and offline experiences.
Created in 2025
Project development period: 2 weeks
Project team:
Personal Account Manager of the project, Art Director, Brand Designer
Technology:
Methodology, Design thinking, Brand design, Branding, Logo design, Retail design
Project development period: 2 weeks
Project team:
Personal Account Manager of the project, Art Director, Brand Designer
Technology:
Methodology, Design thinking, Brand design, Branding, Logo design, Retail design
