From Shelf Space to Brand Space:
The Branded Bay

1000 words
#brandactivation #retailinnovation #instorexperience
Oct 2025 — bh

In supermarkets, hypermarkets, or specialty stores, you may notice larger sections of the aisles that immediately stand out. Every product on display belongs to the same brand, and the design, colors, and signage on the shelves are consistent.

That’s what in-store marketers, retail designers, and POS specialists call a branded bay — in retail terms, a bay refers to a single shelving unit, typically 1 or 1,3 meters wide, which serves as the basic building block of an aisle.

You’ll also hear other terms used for similar concepts — such as shelf-on-shelf display, on-fixture display, or shelf enhancement — all referring to ways brands enhance their presence directly on the shelves they sell from or at their primary placement.

While a brand block is a dedicated area on retail shelving reserved for a larger brand’s assortment, branded bay activities take things a step further in terms of display. A branded bay typically occupies a larger part of a shelving unit to one or several full bays, and is visually distinctive. The layout, colors, imagery, and messaging are all specifically crafted to reflect the brand’s identity.

In short, it’s a miniature boutique on the shelf — a strong visual anchor point that connects with shoppers and drives purchase.

This article explains what branded bays are, why brands invest in them, and what the possible design solutions are for creating effective long-term branded bays.

Why Brands Invest in Branded Bays ?

Retail shelves are busy and hyper-competitive. During an average shopping trip, shoppers are exposed to thousands of products, each one more colorful than the next. Simply looking good isn’t enough — the battle for attention is fierce. A branded bay gives a brand a powerful advantage: control over the in-store experience at its primary placement, while potentially enabling product extensions.

By creating a consistent environment, the brand ensures that its story continues right at the point of purchase. After investing in storytelling and media outside the store, this is the moment of truth — where they aim to close the sale. The design reinforces recognition, builds trust, and subtly guides consumers toward a buying decision.

There’s also a commercial dimension to consider. Shelf space comes at a cost, and negotiations between brand manufacturers and retailers often include in-store visibility. A branded bay helps secure these partnerships and ensures consistent execution at store level, making the investment worthwhile for both parties.

For retailers, the benefits are equally clear. Branded bays often involve co-investment from the brand, allowing the store to enhance its appearance at minimal cost. They also help organize the aisle, making the shopping experience smoother and more visually appealing.

Since branded bays are typically reserved for leading or high-performing brands, they act as anchor points that help shoppers navigate categories more easily. Clear signage and distinct brand cues provide valuable orientation — something shoppers appreciate, especially when faced with crowded and complex aisles.

Designing an Effective Long-Term Branded Bay

Branded bay activities come in many forms and offer endless possibilities. Some brands work with materials fixed onto existing shelves—such as frames, fronts, signs, fins, strips, cards and signage — to add color, logos, visuals, and messaging. To create a more compelling and recognizable presence, design, form, and material selection align with the brand’s visual identity and core messages.

Related article > Retail shelving: the techniques and solutions

All materials must also be developed to withstand the wear and tear of the retail environment. There are many types of fixation solutions available to ensure that materials can be attached to virtually any type of shelving—a challenge that should not be underestimated.

To overcome these limitations, some brands go beyond standard shelving. They may remove a bay from the linear layout—or even some of the shelves — and replace it with an independent display, or a shelf-on-shelf unit. This approach opens up limitless opportunities for brands and retailers to be creative with design, colors, lighting, imagery, and product layout, resulting in a more engaging and memorable shopping experience. These solutions are typically developed for long-term installation.

Equally important is balance: the display must stand out without disrupting the store’s overall flow. Close collaboration with retailers ensures that the branded bay complements adjacent categories and enhances the customer journey rather than overwhelming it.

Creating a successful branded bay requires a blend of creativity, technical expertise, and retail insight. To maximize its effectiveness, it’s best to entrust the design and execution to a POS specialist — someone who understands retail shelvings, materials, shopper behavior, and branding. The result is a display that not only attracts attention but also drives conversion and builds lasting brand equity in-store.