Three brands competing for the same metre of shelf

Puck, Kraft and Lurpak sit in the same Saudi hypermarket trip, sometimes in the same aisle, and each one arrives with its own launch, its own fixture and its own build.

The bet the work makes: in that aisle nobody is choosing a cheese. They are choosing tonight's dish, and the pack is an ingredient in a decision that has already started.

One display architecture, three brand skins. A modular system of gondola ends, floor units and chiller furniture that could be reskinned per brand and per occasion instead of rebuilt each time.

Every message carries a usage occasion rather than a product claim — jalapeño in the family sandwich, cheddar on the burger, butter through the rice — written bilingually so the Arabic leads the shelf and the English follows.