Standing Out in a Crowded Holiday Aisle: Deep Eddy’s Colorful Take on the Gift Tree
The MRL Group transformed a familiar holiday icon into a scalable retail display designed to create stopping power from every angle.
Holiday retail is crowded. During the October-through-December season, brands are competing for attention in an environment filled with seasonal graphics, gifting messages and promotional displays.
For Deep Eddy Vodka, the opportunity was to create something that could break through that visual noise while still feeling unmistakably true to the brand.
The MRL Group approached the challenge with a simple insight: gift-giving is already part of the holiday occasion.
That idea became the foundation for a colorful interpretation of the traditional holiday gift tree, using Deep Eddy’s recognizable flavor palette to turn a familiar seasonal cue into a bold retail statement.
A Familiar Holiday Idea, Reimagined
The gift tree format gives shoppers an immediate connection to the season without relying on traditional holiday imagery.
Stacked dimensional gift boxes create the tree’s silhouette, while the unexpected height, structure, and use of color give the display stopping power from across the store.
Each tier incorporates Deep Eddy bottles within the gift-box design, connecting the holiday concept directly back to the product and reinforcing the idea of Deep Eddy as part of the gifting occasion.
Color With a Purpose
Color does a lot of the communication.
Rather than shifting the brand into a traditional red-and-green holiday palette, the display leans into Deep Eddy’s own vibrant flavor colors.
The result is seasonal while remaining highly recognizable as Deep Eddy. Bright blues, reds, greens, and yellows help distinguish individual varieties while creating a unified display that can command attention in a busy retail environment.
From a distance, the color attracts the eye. Up close, the individual gift-box details encourage shoppers to explore the different flavors featured throughout the structure.
Designed for the Real World
Retail impact also must work within the realities of the store.
The display was developed with a modular structure that could adapt to different account sizes and available footprints, giving the concept flexibility across retail environments.
Durable materials supported the demands of a high-volume holiday season, while the vertical configuration created significant visual presence without requiring an unnecessarily large footprint.
The surrounding case-stack presentation also works as part of the overall design, using Deep Eddy’s colorful packaging to extend the visual story from the base of the display upward.
Impact From Every Angle
Because shoppers do not approach a floor display from a single direction, the concept was designed to maintain its impact throughout the path to purchase.
Dimensional acrylic gift boxes, printed bottles, and layered structural elements create depth from multiple viewpoints. The varying box orientations keep the display visually active while maintaining a clear, recognizable silhouette.
Those details add dimension without making the execution feel overly complicated or overwhelming the available retail space.
Building Holiday Displays That Work Harder
Seasonal displays have only a few seconds to earn a shopper’s attention.
For Deep Eddy, combining a recognizable holiday cue with distinctive brand assets created an execution that feels relevant to the season while staying grounded in the brand’s personality.
It demonstrates how thoughtful structural design, purposeful color and a strong central idea can turn a familiar seasonal moment into something shoppers are more likely to notice — and remember.
Designed to stand out. Built to work.
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