Personal care category system
Unilever · Home care category system
Surf ExcelLight in a dark aisle.
Illuminated laundry category systems, nationwide.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Home care category system
- Channel
- Modern retail
- Scope
- Design to nationwide installation
- Campaign
- 2026
- Coverage
- Modern trade nationwide
Laundry is the darkest aisle in most stores: deep bays, dark packaging, overhead light that never reaches the lower shelves. The category needed light before it needed anything else.
Campaign toolkit
One campaign.
Every tool.
4 tools and 10 installation views across retailers and formats.
Tool 01
Illuminated Expert White end
A lit end unit anchoring the laundry run, with LED lines up the side columns and along every shelf edge so the whole face reads from the aisle head.
The end anchors the run and is the brightest thing in the aisle.
Modern trade · 2026
Every shelf edge is lit, so the lower tiers stay shoppable.
Modern trade · 2026
A taller build for stores with the ceiling height to take it.
Abbottabad, Khyber Pakhtunkhwa · 2026Tool 02
Liquid detergent illuminated bay
Liquid detergent is a different problem from powder — taller packs, fewer facings, and bottles that read as a wall of colour. The bay runs deeper shelves under the same lit header, with the hero claim carried at eye level rather than on the fascia.
Deeper shelves for bottles, with the claim panel at eye level instead of overhead.
Imtiaz · 2026
Stocked, the bottle wall carries its own colour block.
Imtiaz · 2026Tool 03
Illuminated category run
The full-bay treatment: lit shelving fitted the length of the laundry run under a printed LAUNDRY header, so the whole category benefits rather than one brand block.
The full run lit, not just the brand block.
Modern trade · 2026
The header names the category for a shopper who is scanning, not reading.
Modern trade · 2026
The contrast is the point: everything around it is dark.
Modern trade · 2026Tool 04
Bay structure before stocking
The same laundry bay photographed before stocking, which is the only view that shows what was actually built: the lit header, the shelf frame and the LED lines that disappear behind product once the bay is filled.
Empty, the build is visible — header, frame and the LED lines that vanish behind stock.
Imtiaz · 2026
The finished end in place, back in its aisle.
Imtiaz · 2026Execution notes
What the supplied
project documents.
- 01Illuminated Expert White end
- 02Liquid detergent illuminated bay
- 03Illuminated category run
- 04Bay structure before stocking
PRINTSolutions built lit shelving that fits over the existing bay — LED lines at every shelf edge, an illuminated header above, and a lit end unit that anchors the run.
The lighting does two jobs at once: it makes the lower shelves shoppable and it turns the Surf Excel block into the only bright thing in the aisle.
Source: Platinum Power Play Execution Deck and Unilever HC Imtiaz Stores Adaptations.
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