notNeutral designs extraordinary products for the specialty coffee industry. To celebrate its twentieth anniversary in 2020, we redesigned our trade show booth. The goal was to design a modular flat-pack trade show booth which fit in a custom crate, and fabricate it in house to make shipping and assembly easy for the sales team. The booth has a dual purpose and has also been used for events merchandising.

The trade show is fully modular, with different configurations to solve any possible storage and display needs. The booth uses a combination of fluorescent acrylic accents and natural wood, to mimic coffee shop shyelves, but also an element of playfulness and emphasis on craft and prototyping tools, staying true to notNeutral’s brand tenets.

My involvement in the process was unique, as I was part of the branding design studio at RIOS and and the sole graphic designer at notNeutral at the time. I was in charge of applying and enforcing the new brand elements, and in charge of merchandising and assembling the booth in all future trade shows, so I also had final say on what was working in theory and practice.

Design Team Members: Treati Yazdani, Erin Williams, Jessica Kao, Mario Salazar.
Fabrication: RIOS in-house Fablab