ExpoWest 2025

Bringing a Design-Forward, Retro Grocer to Life

Overview

ExpoWest is the leading trade show for specialty food and lifestyle brands, making it a key opportunity for W&P to reinforce its presence with major retailers like Whole Foods and Erewhon. The goal: create an immersive booth experience that embodied W&P’s mission of replacing single-use disposables with nontoxic alternatives that last.

Brand
W&P

Role
Creative Director

Studio Team
Maggie Rossett (Sr. Brand Designer), Bridget Pavlick (Creative Strategy), Tyler Aldridge (VP Operations), Circle Exhibits (Booth Fabrication)

Year
2025

Booth Design
& Visual Identity

As part of W&P’s evolving aesthetic, the booth took the form of a retro-inspired grocer, introducing the brand’s refreshed color palette, typography, and visual identity for the first time. A custom LED-lit display fridge served as the focal point, while lacquered black mannequin hands added a playful, unexpected element—displaying silicone food wraps in a way that invited curiosity and interaction.

Build & Execution

Using 3D renderings, I mapped out every detail—from structure to merchandising—to ensure seamless production. A fabrication partner brought the base build to life, while my in-house team developed supporting artwork and marketing collateral, including wall decals, floor vinyl, postcards, stickers, and branded takeaways. On-site, I directed the installation, styled the space, and adapted in real time—including fabricating a last-minute display table when an unexpected challenge arose.

Impact

The finished booth captured W&P’s balance of design and function, inviting attendees to experience the brand in a tangible, memorable way. As a challenger brand among industry giants, the space stood out through thoughtful, high-touch design details—making a strong visual statement while reinforcing W&P’s role in the future of sustainable food storage.