The Woolworths select exhibit was part of the Woolworths rebranding initiative which introduced the Woolworths Select brand (Premium budget brand). The Woolworths Select brand promotion at the Sydney Royal Easter Show introduced Woolworths Select chips to the public for the first time.

The promotion required customer taste sampling activities, full chip packet distribution to the public and a competition where taste samplers could fill out a survey to have a chance to win various prizes including a Vespa.

The combination of public activities, a new unrecognized brand and a limited budget for the exhibit provided a unique mix of branding and service design challenges.

First and foremost was pushing the brand to create public brand awareness. To achieve this I designed an open exhibit with a narrow store area to holdstock and staff equipment to maximize floor space. The design needed to lift brand both physically to clear patrons heads for viability and figuratively in terms of positioning above Woolworths home brand. In addition we had a height restriction and had a limited supply of the octonorm system we normally use for building exhibits.