OMA Bronze Award
We partnered with Wild to bring its digitally native brand into physical retail for the first time, creating a bold endcap display that introduced its refillable system while establishing credibility within Target.
Program Objective
This program marked a major milestone for Wild; its first brick-and-mortar execution and first ever out-of-aisle placement at Target. Launching as a Target-exclusive brand in 2025, the success of this endcap was critical to building visibility, credibility, and long-term retail momentum.
The objective was to clearly introduce Wild’s refillable deodorant system, including starter packs and refills, while educating shoppers unfamiliar with the brand’s sustainability-driven model. The display needed to stop shoppers, simplify the concept, and drive trial.
At the same time, it served as a proof point for scalability. With broader expansion ahead, including Walmart rollout, the solution needed to demonstrate strong performance, operational feasibility, and brand clarity within a short lifecycle.
The Work
Wild provided a detailed 2D creative concept, which was translated into a fully realized in-store execution through close collaboration. With the brand team based in the UK, all development took place via remote coordination, requiring precise communication to maintain creative integrity while meeting Target’s retail standards.
Cantilever shelving was engineered to maximize visibility and accessibility, allowing both starter packs and refills to be clearly merchandised. The layout supported strong product facings while maintaining a clean, organized aesthetic aligned with Wild’s modern brand identity.
The final structure delivered a bold visual presence while remaining efficient to manufacture, ship, and install, enabling Wild to confidently test out-of-aisle merchandising at scale for the first time.
The Results
The program was highly successful, immediately unlocking additional display opportunities within Target. Strong performance and execution quality supported expanded temporary and permanent placements in 2026, with version two already shipping and version three in development.
The endcap also enabled new product launches, with Target allocating additional out-of-aisle space to support expanded assortments. What began as a first test quickly evolved into a platform for ongoing retail growth.
Beyond Target, the success of the program helped validate Wild’s refillable model and supported its broader retail strategy, including planned Walmart expansion. The display reinforced shopper understanding and positioned Wild as a scalable, sustainable personal care brand ready for national growth.
