The POS environment is architecturally quite volatile. Most aspects are in control of the retailer rather than the brands. However, BIODERMA is renown for its in-depth biological and medical approach in dermatology. Therefore, it was necessary that such a brand maintained its scientific image in every process they execute. To do so, Punch created a comprehensive set of Standards & Guidelines that applied to every branding activity they carry out in the POS environment. From setting up the document’s initial raison d’être to detailed instructions on design and application, these Standards & Guidelines included everything. All in all, it worked as a powerful tool that strengthened the brand and gave its custodians a competitive edge at the POS.