Elevating Point of Sale Marketing with Glass Graphics
Point of Sale (POS) displays play a crucial role in influencing purchasing decisions, particularly in competitive retail environments where brands must capture attention quickly without overwhelming the customer. One of the most effective and increasingly popular tools for POS branding is the use of glass graphics, especially on refrigerated display units.
This project for General Mills, the owners of Häagen-Dazs, is a perfect example of how thoughtful design, innovative materials, and clever use of lighting can transform a standard freezer into an engaging, high-impact retail display—without distracting from the product itself.
The Challenge: Engaging Customers Without Compromising the Product
Häagen-Dazs ice cream fridges are strategically positioned in shops, theatres, and cinemas, making them a vital part of the brand’s POS strategy. These locations are often busy, visually cluttered environments where standing out is essential—but so is subtlety.
General Mills asked Justin Murray and the Project Print Management team to explore new ideas for branding using glass graphics on these fridges. The brief came with several important challenges:
Increase customer engagement with the fridge
Enhance brand visibility without overpowering the product
Avoid encouraging unnecessary door opening
Maintain strict temperature control at 0°F (-18°C)
Ensure all graphics were practical, durable, and easy to clean
Unlike standard retail displays, freezer branding requires careful consideration. Excessive graphics can obscure the product, while overly bold designs can distract rather than entice.
Glass Graphics as a POS Solution
Glass graphics were the ideal medium for this project. They allow branding to be applied directly to the fridge doors while still maintaining visibility of the product inside.
Used intelligently, glass graphics can:
Enhance brand presence
Create visual interest through transparency and light
Support temperature efficiency by reducing unnecessary door openings
Integrate seamlessly into existing retail environments
The key was to strike the right balance between brand storytelling and product visibility.
Exploring Design Through Light and Material
To meet the brief, we developed multiple design concepts that explored how different vinyl materials and printing techniques interact with the internal lighting of the fridge.
The goal was to create graphics that would look appealing both when the fridge lights were off and when they were on—a critical factor in real-world retail settings.
Glass graphics Branding with the Lights Off
When the internal lights of the fridges are switched off, the branding needed to remain visible, premium, and unmistakably Häagen-Dazs.
Left-Hand Fridge: Reversed One-Way Vision Film
For the left-hand fridge, we used a reversed perforated one-way vision material.
From the outside, this creates a darker, more solid appearance
The contents of the fridge remain visible to customers
The branding feels bold without blocking the view
This material is particularly effective for glass graphics where product visibility is essential but a strong external visual is still required.
Middle Fridge: Frosted Glass with White Ink Glass graphics
The middle fridge was branded using UV digital printing with a white ink pass on frosted glass film.
The frosted effect created a premium, “cold” aesthetic
White ink added depth and clarity to the branding
The design subtly hinted at ice, freshness, and temperature
This approach aligned perfectly with the Häagen-Dazs brand, reinforcing the idea of quality and indulgence while remaining understated.
Right-Hand Fridge: Backlit Contravision Film
On the right-hand fridge, we used a digitally printed backlit Contravision vinyl, finished with an optical laminate.
The backlit material allowed branding to remain visible even in low light
The optical laminate made the surface easy to clean—essential for food retail
The design balanced clarity with transparency
This option demonstrated how advanced materials can enhance both appearance and practicality in high-use retail environments.
Branding with the Lights On: Bringing the Graphics to Life
When the internal fridge lights were switched on, the branding transformed completely—bringing the glass graphics to life in a dynamic and engaging way.
Left-Hand Fridge: Full Product Visibility
With the lights on:
The reversed one-way vision film allowed customers to see clearly into the fridge
Ice cream products became the hero of the display
Branding remained present without dominating
This helped reduce unnecessary door openings, as customers could see the product selection immediately.
Middle Fridge: A Cold, Frosty Glow
The frosted glass with white ink responded beautifully to internal lighting:
The fridge emitted a soft, frosty glow
Branding felt illuminated and premium
The overall effect reinforced the idea of cold, indulgent dessert
This design subtly enhanced the emotional appeal of the product without distracting from it.
Right-Hand Fridge: Ghosted Imagery with Clear Branding
On the right-hand fridge:
The image appeared slightly ghosted when backlit
The Häagen-Dazs logo remained clearly visible
Customers could still see the products inside
This created an elegant layered effect, demonstrating how glass graphics can adapt visually depending on lighting conditions.
Combining Printing Techniques and Materials
What made this project truly unique was the combination of new printing techniques and specialist vinyl materials.
By experimenting with:
UV digital printing
White ink passes
Perforated one-way vision films
Backlit Contravision materials
Optical laminates
We were able to push the boundaries of what glass graphics can achieve within a retail POS environment.
The Clever Extra: Hidden Messaging Inside the Door
The most innovative element of the project came from the left-hand fridge.
When the fridge door is opened, customers are presented with an additional message printed on the inside of the door. This creates a second, unexpected branding opportunity.
This internal message can be used to:
Promote new Häagen-Dazs flavours
Highlight limited-edition products
Advertise special offers or promotions
Because the message is only visible once the door is opened, it feels personal and engaging—without encouraging unnecessary door use.
Why Glass Graphics Work So Well for Refrigerated POS Displays
This project highlights several reasons why glass graphics are so effective for fridge-based POS displays:
They maintain clear product visibility
They interact dynamically with lighting
They support brand storytelling without clutter
They help manage customer behaviour
They enhance premium perception
For temperature-sensitive products like ice cream, this balance is essential.
Durability and Practical Considerations
Refrigerated retail environments are demanding. Glass graphics must withstand:
Frequent cleaning
Temperature changes
Condensation
High customer interaction
The materials selected for this project were chosen specifically for durability, ease of maintenance, and long-term performance—ensuring the branding looked as good on day 100 as it did on day one.
A Smarter Approach to Retail POS Branding
This Häagen-Dazs fridge project demonstrates how intelligent design thinking can elevate everyday retail equipment into a powerful branding asset.
Rather than relying on loud or intrusive graphics, the solution used:
Subtle material variation
Light-responsive designs
Strategic transparency
Layered messaging
The result was a POS display that felt premium, engaging, and perfectly aligned with the brand.
Why Choose Project Print Management?
Project Print Management has extensive experience delivering innovative glass graphic solutions for retail, hospitality, and commercial environments.
We support clients with:
Concept development
Material selection
Advanced digital printing
Prototyping and testing
Nationwide rollout and installation
From single units to large-scale POS campaigns, we ensure every detail is considered.
Glass graphics offer enormous potential for point of sale displays, particularly in refrigerated environments where visibility, temperature control, and brand perception all matter.
This project for Häagen-Dazs shows how creative thinking, combined with advanced print techniques and materials, can deliver a unique, engaging, and highly effective retail display.
By using light, transparency, and layered messaging, the fridges became more than storage units—they became brand experiences.
Thinking About Glass Graphics for Your POS Displays?
If you’re looking to enhance your point of sale displays with innovative glass graphics, Project Print Management would be delighted to help.
Visit our blog to see more examples of our retail and POS work, or contact us to discuss your next project.
Inside the branding is still visible
For more creative and innovative ideas on Glass Graphics please give us a call. or visit our blog.
