Metal Display Del Valle: More than a Display a Strategy

In the beverage industry, innovation doesn’t stop at formulas. It also happens where the consumer makes their purchase decision: the point of sale. For Del Valle and Santa Clara, two brands that convey freshness, quality, and trust, the need was clear: to design a display that not only held products but also told a brand story through every detail.

The answer was the Del Valle Metal Display, developed by AIM Worldwide. A structure that combines strength, functionality, and natural aesthetics, becoming a silent protagonist inside supermarkets and specialized stores.

Challenge

This was not about creating “just another piece of furniture.” Coca-Cola, through Del Valle and Santa Clara, faced a strategic challenge: how to stand out in a saturated visual environment without going overboard or compromising brand essence.

The display had to:

• Withstand the intensive use of modern retail.
• Align its aesthetics with the narrative of naturalness and freshness.
• Provide flexibility for different products and formats.
• Integrate seamlessly into the shopper’s flow without being intrusive.

A challenge that required thinking beyond simple exhibition, to design a strategic communication asset.

Solution

The Del Valle Metal Display was conceived with a clear logic: every material had to contribute to both resistance and visual storytelling.

• Solid metal structure: ¾” tubular steel, 20-gauge sheet metal, 5 mm rod, and ¾” tubing, precisely assembled and finished with semi-textured black electrostatic paint. A finish that conveys solidity and sophistication while protecting against wear.
• 15 mm pine-look melamine shelves: a visual contrast that breaks away from the coldness of metal, evoking naturalness and authenticity. Each shelf includes matching edge banding for visual continuity.
• Integrated visual communication: full-color side graphics and header, printed on die-cut styrene and affixed with double-sided tape for durability. A vinyl-cut logo serves as a finishing touch, reinforcing brand identity.
• Functional design: dimensions of 60 cm x 160 cm x 47 cm that balance visibility and space optimization, with four levels allowing for the display of diverse product categories.

More than a display, it became a stage designed for Del Valle and Santa Clara products to shine with prominence.

Results

Tangible and Intangible Results

The impact of the display is not measured only by how many products it holds but by how it transforms the shopper’s experience:

• Enhanced visibility: side graphics and header stand out even from a distance, guiding consumers toward the category.
• Perception of quality: the mix of robust metal with pine-look wood conveys a balance between modernity and naturalness.
• Commercial versatility: the structure supports promotional campaigns, launches, and seasonal pushes without losing aesthetics.
• Operational efficiency: easy to install and maintain, reducing retailer costs while ensuring consistency in-store.

A key insight: consumers associate materials like wood with craftsmanship and naturalness, attributes that reinforce the value proposition of Del Valle and Santa Clara.

More Than a Display: A Strategy

The Del Valle Metal Display is also a lesson in applied branding:

• It transforms a physical space into an emotional touchpoint with consumers.
• It integrates design and functionality without compromising logistics.
• It represents a replicable model across different markets and store formats.

According to a Deloitte study (2024), displays that balance functionality and storytelling can increase purchase intent by up to 18%. The Del Valle case validates this trend.

Conclusion

The success of the Del Valle Metal Display lies not only in its materials or measurements but in its ability to bring a brand narrative to life at the moment of purchase. AIM Worldwide translated values like freshness, naturalness, and quality into a tangible piece that strengthens the positioning of Del Valle and Santa Clara.

This project demonstrates that when design aligns with strategy, displays stop being operational accessories and become branding assets with a direct impact on sales and consumer experience.

Know more about metal displays.