MILO POSM
Energizing Point-of-Sale Across Vietnam
Distinct POSM Types Designed
Retail Environment Coverage
World's Largest Food Company
How do you design a comprehensive POSM system that maintains MILO's energetic brand identity across gondola ends, pillars, podiums, hi-impact displays, plugins, hangers, and dividers?
Nestlé Vietnam
SCOPENew Shape & Artwork Design for POSM System
“MILO energizes Vietnam's youth — and our POSM system brings that energy to every retail touchpoint, from the front door to the checkout counter.”
Design Approach
MILO POSM System
THE POSM CHALLENGE
MILO is one of Nestlé Vietnam's most recognizable brands, and its point-of-sale materials need to perform across an enormous variety of retail environments. From modern trade supermarkets to traditional trade mom-and-pop stores, every touchpoint matters. We were tasked with designing new shapes and artwork for the entire POSM system — gondola ends, pillars, sideburns, hi-impact displays, plugins, hangers, dividers, and window frames.
SYSTEMATIC DESIGN
Rather than designing each POSM element in isolation, we created a systematic design language that scales across all touchpoints. The core visual elements — MILO's signature green and brown, dynamic athlete imagery, and the iconic MILO brand mark — are consistently applied but adapted to each format's unique constraints and opportunities.
FROM GONDOLA TO CHECKOUT
The GE Core and GE Dynamind gondola end designs create the primary visual impact at the aisle level. Pillar and Hi-Impact displays maintain visibility at mid-store. Plugin units and hangers capture attention at the shelf edge. Window frames and sideburns extend the brand presence to the store perimeter. Together, they create an immersive MILO environment that guides the consumer from entrance to purchase.
