This 30×30 custom exhibit for EF (EffePharm) at SupplySide West 2024 was designed to translate nutraceutical formulation science into a clear, approachable show-floor experience. The booth focused on ingredient transparency, brand color discipline, and guided product discovery, helping EF stand out in a crowded biotech and supplement environment.
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Challenge
At SupplySide West, many nutraceutical brands face the same challenge:
how to visually communicate ingredient efficacy, formulation logic, and scientific credibility—without physical products to display.
For EF, the challenge was twofold:
Translate complex ingredient science into a visually intuitive exhibit
Maintain strong brand differentiation within a hall filled with similar biotech messaging
The booth needed to balance education, engagement, and clarity—while remaining accessible to first-time visitors.
Design vs. On-site Execution
EF’s visual identity relies heavily on a distinct purple-white color system, signaling both innovation and scientific rigor.
Our design strategy focused on turning this palette into a spatial language, using illuminated structures and controlled contrast to anchor brand recognition from multiple aisles.
From early 3D concept development to on-site installation, color discipline guided decisions across:
Structural framing
Lighting temperature
Graphic placement and material finishes
This project was also featured in our portfolio gallery, showcasing real show-floor visuals and exhibit highlights from the event.
View the Effepharm booth at SSW 2024 project gallery for on-site photos and visual references.
Illuminated Branding Sculptures
Custom-built illuminated elements acted as visual landmarks, reinforcing brand presence while softening the technical tone of the exhibit. These sculptural forms created a welcoming perimeter without blocking sightlines.
Product Education Wall
A structured education wall allowed EF to present ingredient benefits, sourcing logic, and application scenarios in a modular format—supporting both guided conversations and self-directed learning.
Open Business Lounge
An open lounge layout encouraged longer conversations with formulators, buyers, and partners. Seating placement ensured comfort while keeping discussions visible and approachable.
Product Discovery Podiums
Dedicated podiums provided focused touchpoints for ingredient exploration, helping visitors navigate EF’s offerings without information overload.
Key Design Features & Show Floor Presence
Strategic Color Blocking
360° Visibility
Accessible Layout
Light as a Material
Data Visualization
Outcome
meaningful on-site conversations
increase in booth dwell time
from targeted industry professionals
with formulators, buyers, and R&D stakeholders
From the Lead Designer
"For Effepharm, we didn't want to just 'build a booth'; we wanted to materialize their brand identity. The challenge was making 'purple' feel scientific, not playful. By using edge-lit acrylics instead of standard vinyl graphics, we turned the brand color into a light source itself. This created a 'lab-grade' cleanliness that instantly separated them from competitors using traditional printed fabric."
Q1: Why is booth design critical for nutraceutical brands at SSW?
Nutraceutical products are often concept-driven rather than tangible. Effective booth design helps translate ingredient science into visual and conversational clarity.
Q2: How do you balance education and engagement in a biotech booth?
By structuring content into zones—education walls, podiums, and lounges—visitors can choose how deeply they want to engage.
Q3: Is a lounge necessary for ingredient-focused exhibits?
Yes. Longer discussions are common in formulation-driven industries, and comfortable spaces support trust-building conversations.
Q4: How important is lighting in scientific exhibits?
Lighting helps define hierarchy, guide attention, and soften complex information—making science more approachable on the show floor.
