VSSL Gear promise is simple: Drink Coffee Outside. Their premium coffee equipment delivers on that tagline, earning them a dedicated following among outdoor enthusiasts who take their coffee seriously. They were ready to expand into retail with a clean slate and an opportunity to partner with a custom retail fixture manufacturer to design and build their display presence exactly right from the start.

They needed a complete retail display program that could balance premium quality with outdoor ruggedness, enable hands-on product interaction, adapt to diverse retail environments (from specialty coffee shops to pop-up events), and scale with growing retail relationships. The solution needed to work everywhere—including their traveling Nomadic Coffee Lab.

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Understanding the Brand

VSSL Gear serves coffee enthusiasts who refuse to compromise on quality just because they're outdoors. These are people brewing pour-overs at campsites and bringing grinders on backpacking trips. The displays needed to reflect that same commitment to quality while feeling approachable and adventure-ready.

We built our strategy around three core principles:

• ‍Premium but Approachable – Clean, sleek design that reflects VSSL's craftsmanship while connecting with the relaxed outdoor lifestyle
• ‍Functional Accessibility – Letting customers experience the products hands-on
• ‍Built to Travel – Supporting everything from retail stores to outdoor pop-up events

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The Design Solution

We created a modular three-part display system that gives VSSL maximum flexibility across different retail environments.

1. Countertop Fixture

The countertop fixture is the foundation of the program. With a compact 23" x 23" footprint, it features dual-sided functionality with refreshable magnetic laminate graphics and pegboard storage. The drop-in graphic header allows for seasonal updates, while an optional spinning lazy susan base provides 360-degree access. A formed sheet metal dashboard holds products securely with laser-cut areas and a refreshable magnetic topper.

2. Free-Standing Fixture with Cube Pedestal

For larger retail footprints, the countertop fixture attaches to a storage pedestal, creating a complete merchandising solution that stands 5'5" tall. This configuration dramatically increases capacity while maintaining the same flexible, refreshable approach. Fixed shelf storage cubes feature white silkscreen branding, and retailers can choose between refreshable graphics or clean branded side panels depending on their aesthetic.

3. Logo Block

The Logo Block is the most versatile piece in the system. At just 8" wide, this compact point-of-purchase sign fits into tight spaces on bars, counters, or shelving. Built with a birch base in espresso stain, it features a tinted smoke powdercoat badge with white acrylic logo (or raised decal) and refreshable eco-board graphics.

This piece gives VSSL the flexibility to establish brand presence even in locations where a full fixture isn't feasible, like coffee shop counters, outdoor gear shop end caps, or their traveling Nomadic Coffee Lab setup.

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From Design to Reality: Production

Once VSSL approved the designs, our manufacturing team got to work. We focused on precision and quality, from perfecting the tinted smoke powdercoat finish on the metal components to achieving the exact espresso stain on the birch wood. Each detail was built to match VSSL's vision and hold up across different retail environments.

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The Result

VSSL Gear now has a complete retail foundation that establishes premium brand presence, invites hands-on product interaction, and adapts to different retail environments, from specialty coffee shops to outdoor gear stores to trade shows.

The custom retail fixtures do what they're supposed to do: they stop people, communicate quality, and make it easy for customers to understand what VSSL is about. They translate "Drink Coffee Outside" from a tagline into a tangible retail experience.

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Need displays that work across diverse retail environments?

As your retail fixture partner, we handle everything from design through fabrication—creating adaptable systems that scale with your retail presence. Contact us to learn more about our capabilities.

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