EXPERIENTIAL
RETAIL DESIGN
BRAND DEVELOPMENT

CLIENT

Groove Life

An epic creative partnership spanning trade shows, retail, and packaging

Groove Life builds products that inspire a life of adventure. Our creative partnership with the brand centered around bringing that inspiring idea into physical spaces, allowing people to experience Groove Life in tangible ways. Starting with a trade show booth design and build, we moved on to a retail display program, and later explored packaging designs for retail and e-commerce. With each project, we worked closely with members of Groove Life’s team, building a strong understanding of the brand’s identity that helped us achieve consistency while carrying the brand into new spaces.

SERVICES

  • Trade Show Booth
  • Retail and POP Displays
  • Packaging Design
  • Concept Visualization
  • Custom Fabrication
  • Manufacturing Liaison
  • Installation
  • Logistics and Storage

A Booth That Knows How to Party

THE BRIEF
Groove Life challenged us to help them create an environment that would let people experience their culture and get to know them as a brand. The booth needed to have space for product displays, seating, a meeting area, and areas to facilitate activations like raffles and giveaways.

CHALLENGES
The booth required a level of modular design, as Groove planned to use it at multiple different events. Built to fit a space as small as 10’ x 20’, it would also need to expand to fill a larger 20’ x 40’ footprint.

SOLUTION
We designed and built the main 10’ x 20’ booth structure, including a meeting area, product highlighters, graphics and screen for brand storytelling. The color palette and wood finishes play into Groove’s outdoor lifestyle. For the larger booth conversion, we created custom picnic tables, bike stands, and an entryway structure with more storytelling opportunities. The larger booth evokes backyard party vibes, with games and plenty of open space to draw in a crowd and keep the conversations and drinks flowing.

Custom Retail Displays

THE BRIEF
We were tasked with reimagining Groove Life’s retail display program. The new display program would include custom floor displays, countertop units, and wall kits, developed around the specific product lines and the needs of Groove Life’s retailers.

CHALLENGES
The displays needed to allow for flexible merchandising to showcase different products with multiple SKUs and colorways. They also needed to engage customers with tech story visuals and tangible product while maintaining security.

SOLUTION
The displays featured a monolithic design language, with a material and finishes palette that built on the look and feel established for the trade show booth. Built in interactive product demos allowed for a hands-on experience without the need to unpackage any of the merchandised product. Trim details like dimensional logos and swappable magnetic graphics made the displays feel truly custom and brand specific.

”From the beginning, it felt natural working with Humid. They immediately understood our brand and vision... what a dream!

Lana MillerWholesale Director

Packaging Concepts for eCommerce + Retail

THE BRIEF
Groove Life wanted to explore concepts for a packaging refresh that would include redesigned packaging for retail as well as new e-commerce packaging for each of their products.

CHALLENGES
The retail packaging needed to highlight the product and allow shoppers to see it without opening the box, while the e-commerce packages would be designed to make unboxing the product a more engaging experience. At the same time, the whole packaging system would need to feel cohesive and in line with Groove Life’s brand.

SOLUTION
We presented multiple rounds of concept sketches and 3D renderings, exploring different packaging forms and graphic applications. The visualizations we created helped the Groove Life team communicate the concepts internally and aided in further discussions.