A Trade Fair Solution Designed to Travel Light

Unichem is a Slovenian company that develops and markets plant protection and pest control products.

An important part of its international portfolio consists of the Effect and Ratimor brands, aimed at professional users in the field of pest management.

International trade fairs represent an important opportunity for the company to showcase its product portfolio, establish new business contacts and strengthen brand recognition in foreign markets.

For its trade fair presentation in the United States, Unichem needed a solution that would clearly distinguish the Effect and Ratimor brands from the surrounding exhibition environment while allowing visitors to quickly understand their key advantages and product ranges.

Conventional trade fair graphics could provide visibility, but we wanted to create an element with a stronger spatial presence — one that would guide visitors through several layers of information, from brand recognition and key sales messages to individual product groups and access to additional content.

Because the display was intended for an event in the US, logistics were equally important.

The solution had to be lightweight, compact for transport, cost-efficient and simple enough to assemble directly at the venue.

We designed two freestanding modular totems — one for Effect and one for Ratimor.

Each uses the distinctive visual identity of its respective brand, while both are based on the same structural principle.

The totems were divided into several communication segments that guide visitors from the brand and its main sales message to individual product categories.

For Effect, the communication highlights product effectiveness and the breadth of the range, while Ratimor focuses on professional rodent control solutions.

We also integrated QR codes providing direct access to digital product catalogues, connecting the physical exhibition display with additional digital content.

A key part of the solution is the construction itself.

Instead of using a heavy conventional exhibition structure, we designed the totems from modular cardboard box elements. For transportation, the modules can be packed into a significantly more compact format and then assembled at the venue into a spatial display more than two metres high.

In this way, we connected the design challenge with the logistical one: packaging and construction became part of the same solution.

Lower volume and weight mean simpler international shipping, less handling at the venue and fast installation without complex assembly procedures.

With the new display system, Effect and Ratimor gained two independent communication points that are clearly visible and recognisable from a distance within the exhibition space.

The vertical format increased the visibility of both brands, while the segmented communication structure enabled visitors to absorb the key information even as they approached the stand.

Compared with a conventional structural trade fair display, the modular cardboard design reduced the estimated transport volume by approximately 60% and the weight of the materials by more than 70%.

The display could be assembled on site in less than 10 minutes, without specialist tools or an external installation team.

The QR codes on the totems connected the physical presentation with the digital product catalogue, allowing visitors to take product information with them beyond the exhibition itself.

During the event, approximately XX visits to product content were recorded through the two displays.

The project demonstrated that an effective trade fair solution does not require a complex construction.

By combining design, communication and production logic, we created a distinctive spatial application that also addresses the practical challenges of international transport and on-site assembly.