Fever-Tree’s challenge was to make a product known for taste, quality and carbonation feel more dynamic at the point of sale, even when the bottle itself remains static. The opportunity was to create premium POSM that could attract attention from a distance, introduce a sense of movement and still feel restrained enough to let the product remain the hero. For off-trade, we explored ways to make carbonation visible. A lenticular shelf strip creates the illusion of rising bubbles as shoppers move past the fixture, while a laser-etched acrylic glorifier uses light to make bubble patterns softly glow behind the bottles. Both concepts bring subtle theatre to the shelf without compromising practicality or premium cues. In on-trade, the focus shifts from visibility to the serve itself. An illuminated bar mat reacts when a drink is placed on it, while layered menus and table displays position Fever-Tree as the constant across alcoholic, low-alcohol and no-alcohol choices. The Signature Split Serve turns an already familiar premium gesture into a more ownable Fever-Tree ritual. The final layer brings the brand icon itself into the experience. A 3D Fever-Tree becomes a tactile bar and table object, with removable leaves that double as coasters and recipe cards. Together, the concepts give Fever-Tree a stronger physical presence while keeping the brand premium, useful and unmistakably centred on what it does best: making the drink better.