Brand identity development. Packaging.
Client: Feel Fine Food
Year: 2019

Feel Fine Food is a small and dedicated business focused on bringing 100% authentic and natural products to the consumers.The initial idea came from the desire of two young people who wanted to offer more; bring products that will be close to nature and human health; products which will satisfy people with refined tastes and at the same time show a genuine love of nature.
To help them turn their dream into a very serious goal, I’ve created a logo and developed brand identity for Feel Fine Food, giving it a bold, vibrant and punchy look. Delicious looking watercolour illustrations, partnered with strong typography and bold colour palette.

I gave the packaging a professional, enticing and trusting look, allowing consumers to feel confident they are getting a delicious and worthy product. It is also very flexible look, having many different elements to it, allowing them to be used when necessary for each individual product line without loosing a sense of the brand.

Keeping the coronavirus out of school
Client: CF Pharma
Written by: Dr. Aimée Kemp, Clinical Psychologist
Art Direction/Design: Sonja Jovetic
Year: 2020

If Niksicko would tell
Client: The Molson Coors Company
Brand: Niksicko Pivo
Advertising Agency: LUNA/TBWA Belgrade
Creative Director/Copywriter: Radovan Kupres
Art Direction/Design: Sonja Jovetic
Year: 2014

We pitched and won Niksicko beer in 2014. Our task was to develop clear differentiation in look & feel of Nikšićko brand vs other core lagers on Serbian and Montenegrin markets. We came up with concept: If Niksicko would tell. With all its history, taste, brewing secrets, friends, fans etc. Niksicko is THE story! So we made it into a storyteller too. Device “Evergreen since 1896” highlights Niksicko’s tradition. This is only a fraction from pitch presentation.
Set of POS materials for pubs and cafés are layouts in typographic style, focused on conveying humorous observations on life and things around us from a beer light/dark perspective. 

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Visual Identity

Client: Mint
Creative studio: LIME
Copywriter/Naming: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2016

Playful and distinctive visual identity for Mint, copywriting studio specialized in creating brand specific messages across a wide range of platforms. A bold, fresh colour palette of green is intended to portray fresh and new ideas, simultaneously supporting brand name. The project involved the creation of a logo and design of all marketing and stationery materials.

Davidoff Promotional App

Client: Imperial Tobacco
Creative studio: LIME
Art Direction/Design: Sonja Jovetic
App development: Halo Creative Team
Year: 2013

Imperial Tobacco launched redesigned packaging of Davidoff Classic cigarettes on Serbian market in 2013. Challenge was to promote new package to preferred target group, style conscious tobacco consumers, in accordance with the restriction of advertising and marketing of tobacco products, and with a tight budget. Solution was tablet application, used as a promotional tool. Smooth and elegant App introduce consumer interactively with new design features of packaging, one by one: the sleek satin stripe, the engraved textures, silver hallmark of ZD logo... A highly pleasurable experience, right at your fingertips. In promotions in shopping malls and cafes participated nearly 10.000 cigarette smokers, 5.000 promotional items were given away and it resulted by increased sale during and after promotions.

Client: Vip Mobile, member of Telecom Austria Group, partner of Vodafone
Advertising Agency: Publicis Belgrade
Creative team lead: Sonja Jovetic
Copywriters: Dubravka Petrovic, Filip Vujosevic
Art Direction/Design: Sonja Jovetic, Milos Milanovic, Mira Karaklajic, Andreja Njezic
TV Director: Blaz Svent
Production house: Bas Celik
Photographer: Aleksandar Kujucev
Year: 2008-2010

This was probably the brand I most enjoyed working on. I was a part of Vip mobile dedicated team of 9 people, with overall responsibility for every project and its final creative outcome. We did 40+ TVCs through image, promotional and sale campaigns.
I participated in brand (r)evolution with Wolf Ollins (agency that originally created Vip brand) that resulted in introduction of colour in visual identity after three years in a black&white world.

"Double top-up, Summer hits" prepaid campaign was the first campaign for Vip mobile I worked on (we won pitch with this proposal). This campaign has successfully used music as a marketing tool to turn music-loving fans into brand-loving fans. In order to segment the market and reach the most of targeted population, we divided the target group into six groups according to music genres. It was an effective way into a consumer’s heart through their ears. This was innovative approach to communicate well known double top-up offer through the lyrics. Results were significant and campaign generated a lot of buzz on the internet.
Additional entertainment was generated by karaoke microsite.

Vip Volleyball Sponsorship
Vip has been investing into Serbian volleyball since 2008 in order to raise the sport profile while increasing positive effects that volleyball sponsorship has on the Vip brand.

Vip Beach masters
We also developed Vip mobile campaigns for professional and attractive beach volleyball tournaments, both national - Vip Beach Masters (VBM) and international - CEV European Championship.

Toungetwisters prepaid campaign
Vip mobile prepaid campaign "Same for everyone". Idea: No need to practise toungetwisters anymore, you can prolong your calls with new offer from Vip.

Turn your phones off
Short animations for cinemas.

HTC Tattoo
Promo TVC featuring HTC Tattoo mobile phones with distinctive cover designs - Be yourself, be different.

Client: Nestle Adriatic
Brand: Nescafe 3in1
Associate Creative Director: Andreja Nježić
Senior copywriter: Ivan Westerveen
Planning Director: Tatjana Milnović
Art Direction/Design: Sonja Jovetic
Year: 2015

BACKGROUND: After many years, Nestle Company have decided to launch in Serbia two new Nescafe 3in1 Instant Coffee flavours, vanilla and caramel.

CHALLENGE: Our task was to make this two ordinary flavours interesting. But how to make such ordinary flavours to become interesting?

SOLUTION: We looked closer to vanilla and caramel traits. Then we stopped to talk about flavours, and talked about people, characters and aspirations. Therefore we decided to transform vanilla and caramel into two different lifestyles and brought their competition to internet. We have created #sovanilla and #socaramel world. TV, billboards, radio, print, social media... Because we are all #sovanilla or takokaramela. Soon, people begun to identify with #sovanilla and #socaramel characters. #sovanilla and #socaramel have become ubiquitous on the social networks. When the interest has reached its peak, we revealed our products and started its battle. Two well-known bloggers were chosen to be leaders of on-line competition. We launched micro site 'Flavour battle' and asked consumers to compete for their flavour.

RESULTS: The reception was fantastic. The competition has spread all over the internet. Over 60.000 people have voted for their flavor on the micro site, we got 188.325 likes on Instagram and we attracted attention of 325.000 consumers on Twitter. During the final tweet-up event we had 550.000 impressions. And eventually, in the big final, the tender and sweet #sovanilla have won.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Philharmonic Orchestra
Concerts at the park

Client: Belgrade Philharmonic Orchestra
Agency: Publicis Belgrade
Copywriter: Dubravka Petrovic
Art Direction/Design: Sonja Jovetic
Year: 2008

These are the posters announcing series of free outdoor performances by Belgrade Philharmonic Orchestra. The concept was born of the interweaving of nature and music in a bold visual representation. Sounds in harmony with nature.

Irresistible pieces
ABC’s of your home

Client: Belgrade Fair
Brand: 51st Belgrade International Furniture Fair
Agency: Block’n’Roll Belgrade
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2013

The 51st Belgrade International Furniture Fair has gathered 400 exhibitors under the roof of the Belgrade Fair, offering discounts up to 40%. So this was the offer you just can’t resist, in the same way you can’t resist to sweets – lollies, chocolates and cakes. I did this simple, inviting ATL campaign as freelancer for Block’n’roll agency.
The other concept “ABC’s of your home” was proposal inspired by alphabet. I transformed pieces of furniture into letters that made word SAJAM (Serbian word for Fair), an essential place to visit.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

A personal selection of some of the logotype design I have done over the years, for various clients.

Gazprom and NIS Petrol promotion

Client: Gazprom
Agency: Saatchi Belgrade
Executive Creative Director: Veljko Golubovic
Creative Director: Zarko Veljkovic
Copywriter: Nikola Zmajevic
Art Direction/Design: Sonja Jovetic
Year: 2015

Freelance project for Saatchi Belgrade - print proposals for Gazprom/NIS Petrol promotion. Main objectives of promotion were rewarding loyal customers and increase of petrol purchase during promotion while supporting image of Gazprom and NIS Petrol brand.
Idea was to show in an attractive way how far you can get with 3000 liters of petrol. Channels of communications: OOH, posters (at petrol stations), digital, radio, SMS bulk.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Microsoft Synergy 11
Visual Identity

Client: Microsoft
Agency: LIME
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2011

Sinergija (Synergy) is the largest and most influential annual conference in South Eastern Europe dedicated to information – communication technologies and their business application, organized by Microsoft Serbia. I developed creative themes including slogans for Microsoft Sinergija conferences three years in a row.
Sinergija 11 appeared under the slogan “New energy“, demonstrating innovation and the endless possibilities that are provided with ICT. Logo symbolically presented the global trend of cloud computing. I was also responsible for the overall visual identity (posters, venue branding, large format graphic banners, web promotional animated banners, magazine ads and other conference materials (id-cards, badges, invitations, brochures) while maintaining visual brand consistency of all promotional materials and graphic content for both print and web.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Focus on pulp

Client: The Coca-Cola Company
Brand: neXt JOY®
Agency: LUNA/TBWA
Creative Director: Milos Ilic
Copywriter: Marko Vulinovic
Art Direction/Design: Sonja Jovetic
Year: 2015

A proposal for relaunch of new improved formula of neXt JOY® (a non-alcoholic refreshment beverage with fruit juice, pulp and vitamin) boosted with more pulp. These photo shots were made in agency, featuring agency members focusing on the ultimate fruit pulp flavour.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Self-promoting posters

Creative studio: LIME
Art Direction/Design: Sonja Jovetic
Year: 2015

Creating self-promotional posters was a good way to inspire others with my own designs and advertise myself. Playful illustrations of lime characters are fun and humorous, while giving a sense of my creative style. Inspired by quotes on ideas by some famous people (Earl Nightingale, Paula Scher, Anish Kapoor, Thomas Edison, Quentin Tarantino…) I did a wordplay: IDEA = LIME, as mission of LIME studio (my freelancing alias) is to bring fresh ideas to life with perfectly executed creative solutions.

Visual Identity

Client: Tintolino Family
Creative studio: LIME
Copywriter: Marko Vulinovic
Art Direction/Design: Sonja Jovetic
Year: 2014

Visual identity for Tintolino Family, manufacturers of the most delicious, homemade cakes. Examples of stationery and cake packaging.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Visual Identity

Client: Wise Broker
Creative studio: LIME
Copywriter/Naming: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2013

 www.wise.rs

Protects What’s Good

Client: Tetrapak
Agency: Publicis LPT
Creative Director/Copywriter: Dubravka Petrovic
Art Director: Sonja Jovetic
Production house: Bac Celik
Director: Misa Terzic
Year: 2008

The objective of the campaign was to create awareness amongst consumers about the ‘six-layer’ protective carton packaging developed by Tetra Pak. In line with its brand promise “Protects What’s Good,” we created this campaign, specifically related to milk products. Three humorous experiments featuring Rasa Popov, Serbian popular TV presenter and funny inventor demonstrated that milk in Tetra Pak packaging is good milk. Campaign had run for several weeks across prominent TV, print and digital media in Serbia.

Client: Vip Mobile, member of Telecom Austria Group, partner of Vodafone
Advertising Agency: Publicis Belgrade
Creative team lead: Sonja Jovetic
Copywriters: Dubravka Petrovic, Filip Vujosevic
Art Direction/Design: Sonja Jovetic, Milos Milanovic, Mira Karaklajic, Marina Mutavdzic
TV

Director: Blaz Svent
Production house: Bas Celik
Photographer: Aleksandar Kujucev
Year: 2009

Million and you
Vip Mobile, in 2009, as the youngest mobile operator in Serbia, after twenty months on market, obtained one million active users, while its market share exceeded 10 percent. In order to celebrate first million of Vip mobile users in Serbia, we created “Million and you” image campaign. TVCs were filmed in three biggest cities in Serbia and for this special occasion bold and colorful key visuals were created featuring different target groups. This communication was umbrella for prepaid and postpaid campaigns. We used the other half of same photographs for promotional campaign, communicating a special offer for prepaid users - "Million reasons to top-up". For postpaid users Vip mobile prepared hardware offer, and the message was “Million reasons for new phone”.

Love at first touch
Objective was to promote Vip current campaign in a special, memorable way on the occasion of St. Valentine Day. During the promotion (11-13th Feb) only in Belgrade, first 750 new POP userswere able to get their free tickets for movie “Valentine`s Day” on 14th February. We also designed special showcases and phone standees with movie bows. As a result, all seats were taken in special screening.

Talk, talk, talk
The other very succesful fully integrated campaign was „Talk, talk, talk“. Our creative core idea was: with Vip mobile postpaid phonecalls can last indefinitely. Due to popularity of leading characters, we filmed another campaign with them.

Vip mobile style guide

HTC cover design proposals

Unlock Belgrade

Client: Beck’s
Agency: Publicis LPT
Copywriter: Jelena Dragisic
Art Director: Sonja Jovetic
Graphic Designers: Sonja Jovetic, Borivoje Ljubicic, marina Knezevic
Year: 2006

Pitched and won Beck’s account with this campaign. Task was localization of international strategy “You’re holding the key”. Usage of relevant visuals gave local value to the consumers. In cooperation with the most popular music clubs, venues, nights and pubs, we made a guide to Belgrade’s city life with a wide application in HoReca and some innovative branding of the city was done.
Yes, you're at the right door, and you got the key.

Erste mBanking Photo&Pay
Client: Erste Bank
Agency: LUNA/TBWA
Creative Director: Milos Ilic
Copywriter: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2014

With the unique “Photo&Pay” functionality of Erste mBanking application application, one no longer have to waste time on paying bills, can pay bills at any time, in any place. literally.
We created integrated digital campaign in order to promote this brand new service on the market. Central campaign place was microsite from where we asked people to express themselves and create special content regarding unique Photo&Pay function. As a inspiration, we filmed three tuthorials and put them on microsite. We asked visitors to use their own Instagram account with special created hashtags (#). They participated in promotion (phone giveaways) and in same time promoted Erste Bank Photo&Pay function. In short amount of time Erste Bank Photo&Pay app become most downloaded finance application in Serbian market with over 5.000 download over iOS and Android platform, reaching avarage 4.6 points in reviews. 

World Savings Day
Client: Erste Bank
Agency: LUNA/TBWA
Creative Director: Radovan Kupres
Copywriter: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2014

Erste Bank, founded in 1819 as the first Austrian savings bank, has 68 branches in Serbia. 200 years tradition is the key word for this campaign celebrating World savings day, illustrated by famous Sacher torte chocolate cake, and waltz native to Austria, so as a traditional Serbian jams.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Fan Ad&Postcards for Museum of Contemporary Arts
Client: The Museum of Contemporary Art Belgrade
Agency: Publicis LPT
Copywriter: Ana Seferovic
Art Direction/Design: Sonja Jovetic
Graphic Designer: Aleksandar Jordacevic
Year: 2009
The Museum of Contemporary Art building in Belgrade (MOCAB), was founded in 1958 as the Museum of Modern Art and was the first Contemporary Art museum in Europe. Unfortunately, due to unsuitable conditions it was closed in a state of ongoing decay. To increase public awareness about growing problem of humidity in museum we created a innovative print ad that can be folded into a fan - How many paper fans does it takes to preserve art?
We also created a set of postcards, in order to raise funds for new cooling system.
The museum is currently undergoing an €8 million renovation.

next antioX launch campaign

Client: The Coca-Cola Company
Agency: Publicis LPT
Creative Director/Director: Igor Kusic
Copywriter: Dubravka Petrovic
Art Direction/Design: Sonja Jovetic
Year: 2009

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

HP Pavilion Dv6 Enertainment PC
on Belgrade Fashion Week

Brand: HP
Creative studio: LIME
Copywriter: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2009

HP Pavilion Dv6 Entertainment PC, was introduced first time in Serbia on a fashion show of famous Serbian fashion designer Dragana Ognjenovic, during the Belgrade Fashion Week. Notebook itself and layout I created were inspiration for a show setting. Brochures made as notebook mockups, hanged on hangers were part of scenography and models walked with HP computers. The first 100 buyers of this notebook received a sleeve that was specially designed by Dragana Ognjenovic and that was the message of a promo posters designed for computer shops.

Client: Core Relations/Chilli/Smart Craft
Creative studio: LIME
Art Direction/Design: Sonja Jovetic
Year: 2011-2014

Here are some of the logos and brand identities I did for different companies.

Microsoft Direct mailing for SMB

Client: Microsoft
Creative studio: LIME
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2008

Anti-piracy direct mailing visuals for Microsoft small and midsize business (SMB) customers sent to help communicate the value of genuine software and risks of counterfeit software to their customers. SMB business depends on its reputation for delivering reliable products and services, so operating system and software has to be reliable too.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Adecco EE&MENA Leaders Conference

Client: Adecco
Agency: Smart Vision
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2014

Annual Adecco EE&MENA Leaders Conference, a three day event, organized and produced by Smart Vision agency, took place in Belgrade, Serbia’s capital. My task was event’s overall visual identity and branding. The theme of event was Belgrade’s heritage, so the key visuals are double-exposures of historical cityscape and corporate success symbols. Satisfied client awarded agency with the prize “Best event organization”. 

I love magazines! Magazine covers/layouts are a challenge to design. I had opportunity to create layouts for several specialized magazines – nonprofit Publicis LPT projects, that took an active role in society through creating numerous projects concerning community-based issues.   

RLN (Really!)
RLN (Really!) is created as students' magazine in order to build a new, responsible generation of young people by providing employment opportunities, training possibilities, scholarships, exchange programs and professional contacts. RLN is developed in collaboration with Publicis LPT full service client - Vip Mobile, thus focused on issues of communication.

WHITE
WHITE is specialized medical magazine for health care professionals and public health decision-makers. Direct distribution of the magazine among medical and pharmaceutical institutions throughout Serbia was suitable for advertising of different health care products.

Marketing Serbia (MS)
Marketing Serbia (MS), exclusive magazine for marketing and communication. MS is created as a showcase of marketing profession in Serbia and its development, thus enhancing professional relevance locally and globally. Each issue has the guest editor and has been devoted to different topics, including special events. MS magazine become a leader in creating conversation among business people and professionals in the region, sharing knowledge and promoting people and new ideas.

International Tourism Fair
International Book Fair
Client: Belgrade Fair
Brand: Belgrade International Tourism Fair
Agency: Block’n’Roll Belgrade
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2013/2014

The International Tourism Fair in Belgrade brought together over 1,000 exhibitors from 54 countries across the world. The partner country of Fair in year 2013 was Indonesia, a campaign visuals motif.  

The International Belgrade Book Fair is one of the oldest and most important literary events in the Balkan region. Slogan “Spaces of freedom” emphasizes that books and literature are a realm of freedom, a domain of fantasy and imagination that knows no boundaries and limitations and the visual I created for this campaign clearly illustrates this message.
“Power of words” concept implies the power of books to change the reality, improving one’s imagination. “Book to go” is as simple as: Grab a book to go, books are always in fashion. The last two concepts were print proposals.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

neXt

Client: The Coca-Cola Company
Brand: neXt juices
Agency: LUNA/TBWA
Chief Creative Director: Milos Ilic
Creative Director: Radovan Kupres
Copywriter: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2014/2015
neXt Premium and Classic juices are celebrating fruit phenomenon, ensuring a share of positive energy to make every new day healthy and fulfilled. In line with The Coca-Cola Company’s shopper strategy we created sets of POP materials with communication messages according to transition zones in stores, as well as visuals for ATL communication.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Benq Annual Conference Event

Client: Benq
Agency: Smart Vision
Copywriter: Nada Severovic
Art Direction/Design: Sonja Jovetic
Year: 2013
Annual BenQ conference and team building event, organized and produced by Smart Vision agency, took place in a Becici, city of Montenegro, gathering partners from 12 European countries. I was outsourced for event’s overall visual identity, communication messages and branding, in-line with brand image. Message in the bottle packaged in a handsome woodencrate, that I proposed for direct mailing, was highlight of the event.

Because you deserve the luxury

Client: Imperial Tobacco
Creative studio: LIME
Art Direction/Design: Sonja Jovetic
App development: Halo Creative Team
Art Direction/Design: Sonja Jovetic
Year: 2013

IT introduced Style Diamond, international, mid price brand, available in a modern superslims format. Task was to create tablet application for Imperial tobacco retailers, a tool that will help them to inform salespersons about new cigarette brand, at the point of purchase that influence the consumer’s buying decision. Solution was simple game of putting all of the pieces of packaging together within a given time. So, salesperson had a personalized experience trough the game and also were given the special gifts.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Flert Cappuccino&Macchiato

Client: Imlek AD (Salford Investment Fund)
Agency: Publicis LPT
Copywriter: Ivan Zivkovic
Art Direction/Design: Sonja Jovetic
Year: 2010

Imlek AD is a leader in the Serbian milk and dairy products market. These layouts were proposals for print campaign launching two new flavours of Flert milk beverages – Cappuccino and Macchiato.

Imlek National Consumer Promotion

"Grab your milk and get on your bike" was Imlek's diary scratch and win national promotion.    

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Digital duo&trio bundles (TV+NET+TEL)

Client: SBB (broadband)
Agency: LUNA/TBWA
Chief Creative Director: Milos Ilic
Creative Director: Radovan Kupres
Copywriter: Radovan Kupres
Art Direction/Design: Sonja Jovetic
Year: 2015

Agency task was to give a proposal for creative strategy and communication and specific creative solutions for integrated marketing communication in order to upsell existing SBB users to digital SBB Duo and Trio bundles (TV, internet and fixed telephony). We proposed solution: ‘Not guilty for wanting better’ campaign, including teasing guerilla tactics, TV, outdoor media, brochures, bus advertising, press inserts and adverts, spanning social media, radio and a direct mail door-drop to 30,000 households.

Note: Translation of copy from Serbian to English is made for portfolio purposes only.

Creative studio: LIME
Art Direction/Design: Sonja Jovetic
Year: 2011-2012
 

Client: The Molson Coors Company
Brand: Niksicko Pivo
Advertising Agency: LUNA/TBWA Belgrade
Creative Director: Radovan Kupres
Copywriter: Jelena Dragisic
Art Direction/Design: Sonja Jovetic
Year: 2015

Niksicko pivo brand Identity guidelines

TVC for promotional campaign: A bit colder

A bit different T-shirt

Sales Presenter for
Imperial Tobacco Sales Reps

Client: Imperial Tobacco
Creative studio: LIME
App development: Halo Creative Team
Art Direction/Design: Sonja Jovetic
Year: 2013

The responsibility of the Imperial Tobacco Sales Representative is a great customer service in order to meet each individual retailer’s needs, providing information on new and existing products, making each retailer a brand advocate. 
Tablet application, that was developed for Imperial tobacco Sales force including company history and values, brand portfolio and sales channels became essential tool enabling Representatives to explain in detail what each product background is, what business value it offers, and to introduce new tobacco products and available equipment for different point of sales to retailers.