Project Heineken needed a versatile "Off Trade" merchandising solution to replace static displays. The result was the "Cuboid Modular System", a flexible kit of parts allowing local markets to build custom configurations. From simple floor units to tech-integrated product walls, the system adapts to any retail footprint while maintaining strict brand consistency.

Challenge The goal was to achieve "infinite variation" using minimal unique parts. The system had to be scalable for diverse retail layouts without becoming logistically complex or expensive. We also needed to integrate digital tools (screens, lightboxes) into a durable structure that was easy for store staff to assemble and reconfigure on-site.

My Role As Lead Designer at Jordan Design, I led the concept and technical development. I engineered the core solution: two module sizes with aluminum frames and universal connectors. I designed the interchangeable panel system, allowing cubes to swap between translucent, magnetic, or digital faces to suit evolving marketing campaigns.

Results & Impact The design provided a "Lego-like" toolkit for global visibility. Standardizing the core structure reduced production costs while maximizing creative freedom. The system’s ability to stack and integrate digital media turned standard stocking into an immersive brand experience, ensuring standout visibility in the crowded beer aisle.