A bespoke corrugated cardboard POS display for Head&Shoulders ‑ creative vision meets functionality
No metal frame. No refrigeration system. Just corrugated cardboard, a creative concept and precision-engineered details. Produced by DIMEko, this customised POS display recreates the recognisable appearance of a refrigerated display case to communicate the core message of our long-standing client Head&Shoulders’ campaign in an engaging way: “Instant Cooling.”
Here, customisation goes far beyond applying brand graphics to a standard display. The structure itself becomes the medium for the advertising idea. Its shape, detailing, product presentation and communication surfaces work together as one integrated visual concept.
The central challenge was to recreate a refrigerated display case convincingly enough for shoppers to recognise the familiar appliance at first glance and immediately associate it with cold, freshness and instant cooling.
Achieving this effect required precisely defined visual features. Every element had to contribute to the realistic silhouette, even though the display is made entirely from biodegradable corrugated cardboard and contains no actual refrigeration equipment. At the same time, this unconventional advertising structure had to fulfil a practical purpose: presenting the products clearly, attractively and accessibly within a real retail environment.
Recreating a familiar object or concept as an advertising structure requires more than graphic design. It involves identifying the details that define its visual identity and translating them into the language of corrugated cardboard.
DIMEko develops customised POS solutions in which the material, form and structural elements are shaped around a specific creative vision while remaining as functional as possible. The advertising message is therefore not simply applied to the display ‑ it is embedded in its design. For Head&Shoulders, this approach made it possible to recreate the distinctive appearance of a refrigerated display case through a lightweight and functional corrugated cardboard structure, without compromising either the visual illusion or the space available for product presentation.
The defining feature of the display is its immediate resemblance to a real refrigerated unit. The transparent door and handle create the impression of an actual appliance, while the upper housing and distinctive lower grille complete its recognisable silhouette.
Every detail plays a specific role in building the visual illusion, making the advertising idea instantly understandable without further explanation. The result is a customised design in which the form itself communicates the campaign’s central promise.
The interior shelves place Head&Shoulders products in an unexpected category context. Positioned behind the transparent door, they appear to be presented in a chilled environment, transforming “Instant Cooling” into an engaging and immediate experience. The products remain clearly visible and easily recognisable, while the interior encourages shoppers to approach and interact with the display.
The two side panels feature large-scale Head&Shoulders product imagery, ensuring strong brand recognition and visibility from multiple directions. The structure therefore creates a different impact depending on the shopper’s viewpoint: from the front, it attracts attention through the convincing illusion of a refrigerated display case; from the sides, it functions as a large-format product advertisement.
The most impressive aspect of the project is the impact achieved entirely through corrugated cardboard ‑ a material that serves not merely as a printing substrate, but as the foundation for a recognisable form, a compelling visual illusion and a compelling brand story.
The project demonstrates how a specific advertising message can be translated into an unconventional spatial design created around the product, the client and the retail environment.