Retail Countermats

01 ORA case study Ask for aquacultured. Ask for ORA.

ORA Retail Countermats

Promotional merchandising campaign

Executive summary

ORA, alongside its sister farm in the Marshall Islands, has developed a premium series of custom retail countermats as a high-visibility welcome asset for new dealers. The mats combine bold visuals, sustainable messaging and everyday retail utility.

The ORA Clownfish Signature countermat: an oversized clownfish crop under the line Ask For Aquacultured, Ask For ORA

The MIMF Mariculture countermat: the letters M I M F filled with clam photography over the words Marshall Islands Mariculture Farm, with the circular MIMF badge beneath

The MIMF Clam countermat: full-bleed photography of vivid blue and gold Tridacna clams with the MIMF seal centered and the line Visit Us: orafarm.com

Pen-and-ink sketch of a giant clam beside a branching coral

Designed for impact. Built for retail.

These custom countermats maximize brand visibility, protect retail surfaces, and drive customer–employee educational dialogue about sustainable marine aquaculture and mariculture at the point of sale.

Maximize brand visibility
Protect retail surfaces
Drive customer dialogue
Sustainable by design

Three designs. One mission.Ask for aquacultured. Ask for ORA.

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02 Product feature / A Ask for aquacultured. Ask for ORA.

ORA Clownfish Signature Mat

A customer-facing brand cue designed to connect ORA with aquaculture at the point of sale.

Visual focus: Oversized clownfish crop creates instant recognition from across the counter.
Brand role: The strongest ORA-forward concept in the collection.

Message hierarchy: “Ask for aquacultured. Ask for ORA.” turns the mat into a prompt, not passive branding.
Retail intent: Invites questions about aquacultured livestock at the moment of purchase.

Design rationale

Familiar livestock imagery builds immediate emotional connection. High contrast and negative space sharpen the message, while a direct prompt encourages questions. The result is a mat that is memorable, readable and purpose-built for busy retail environments.

Instant recognition: Familiar livestock earns attention from across the counter.
High contrast message: Bold messaging on white space, nothing competing for it.
Point-of-sale advocacy: Encourages questions and conversations right on the spot.

Bold image. Clear prompt. More questions. More brand awareness.

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03 Field results Ask for aquacultured. Ask for ORA.

What happened on the counter

Surveyed across twenty new partner retail stores, thirty days after placement.

Increased customer inquiry: 92% of employees reported the ‘Ask for ORA’ mat successfully initiated an aquaculture conversation with a hobbyist.

The ORA Clownfish Signature countermat photographed in place

POS compliance: Traditional paper posters suffer a roughly 40% placement compliance rate. The mats’ functional utility — surface protection and scratch resistance — achieved 100% placement across all test locations.

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04 Product feature / B Ask for aquacultured. Ask for ORA.

MIMF Mariculture Mat

A reduced visual system that gives MIMF its own premium retail identity.

Why MIMF? The Marshall Islands Mariculture Farm is ORA’s mariculture operation in the Marshall Islands. This design lets the specialized line of clams and coral stand apart as a premium brand under the ORA family.

Reduced visual language: White space shifts the mat from product promotion toward institutional branding.
Origin mark: The circular MIMF badge reinforces authenticity and its geographic provenance.

The MIMF Mariculture countermat shown flat: the letters M I M F filled with clam and coral photography between the words Marshall Islands and Mariculture Farm, with the circular MIMF seal beneath

Image-as-type: Clam imagery lives inside the MIMF letters rather than filling the full background.
Premium positioning: The quieter alternative, suited to more refined and considered retail environments.

White space: Intentional restraint creates clarity and improves shelf impact.
Origin story: The badge communicates source, trust and Marshall Islands heritage.
Premium brand expression: A refined institutional look supporting high-value positioning.

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05 Field results Ask for aquacultured. Ask for ORA.

+35s at the checkout

The image-as-type layout measurably slowed customers down — in the way a retailer wants.

The MIMF Mariculture countermat photographed at an angle on a checkout counter, the letters M I M F filled with clam and coral photography and the circular MIMF seal beside them

Dwell time: The highly visual ‘image-as-type’ layout increased average customer dwell time at checkout by 35 seconds, actively prompting consumer inquiries about clam origins before checkout.

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06 Product feature / C Ask for aquacultured. Ask for ORA.

MIMF Clam Mat

The product itself becomes the visual system.

MIMF context. The Marshall Islands have a rich tradition of giant clam culture — an art passed through generations and rooted in healthy reefs and clean lagoon waters. The clam mat puts that heritage front and center, helping retailers connect these extraordinary clams to their source.

Full-bleed storytelling: Edge-to-edge photography does the storytelling on its own, without copy.
Digital bridge: “Visit us: orafarm.com” carries the interest beyond the counter and home.

The MIMF Clam countermat shown flat: full-bleed photography of vivid blue, teal and gold Tridacna clams with the circular MIMF seal centered and the line Visit Us: orafarm.com across the foot

Origin marker: The centered MIMF seal gives the photography provenance and credibility.
Retail appeal: Vivid clam photography captures attention and supports product discovery.

Full-bleed visuals: Edge-to-edge imagery eliminates clutter and maximizes shelf presence.
Product education: The MIMF seal communicates origin and maricultural expertise at a glance.
Digital pathway: A simple call-to-action drives traffic and extends the customer journey.

Vivid by design. Rooted in origin. Made to sell.

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07 Product specification Ask for aquacultured. Ask for ORA.

The counter fix

Specified against the conditions a working fish store actually puts a surface through.

The MIMF Clam countermat photographed at an angle on a counter, full-bleed Tridacna clam photography with the circular MIMF seal and the line Visit Us: orafarm.com along its edge

Material choice: To withstand harsh retail conditions I specified a heavy-duty textured vinyl top layer — scratch-resistant against keys and coins, tolerant of moisture from wet livestock bags, and non-glare over time.

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08 Product specification Ask for aquacultured. Ask for ORA.

Materials + product specifications

Engineered for reef retailers. Built for everyday use.

Designed to protect surfaces, elevate branding and withstand the demands of the saltwater environment.

Textured printed vinyl top: Durable, water-resistant surface with a refined texture for a premium look and feel.
High-resolution print layer: Vibrant, fade-resistant CMYK print that brings the ORA message to life.
Reinforcement layer: Rigid internal structure enhances durability and prevents warping.
Non-slip rubber backing: Industrial-grade rubber base grips surfaces and prevents movement during use.

An exploded view of the countermat’s four layers fanned apart — the printed clownfish top sheet, a textured white surface, a honeycomb reinforcement core and a herringbone rubber backing — dimensioned 17 inches by 11 inches (432 by 279 mm), with a detail circle calling out the half-inch rounded corners and a two-inch scale bar

Water resistant: Repels moisture and protects against saltwater exposure.
Scratch resistant: Tough protective finish resists scratches and daily retail wear.
Easy to clean: Wipes clean in seconds. Built for fast-paced retail environments.
Built to last: Premium materials engineered for long-term durability and performance.

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09 Delivery Ask for aquacultured. Ask for ORA.

From welcome bundle to retail counter

Every new dealer receives the mats boxed with the material that makes them work.

Welcome bundle contents

ORA countermat bundle: All three designs, boxed together.
Countermat placement guide: Where it goes, and why it works.
ORA livestock talking points: Start conversations. Inspire trust.
ORA aquaculture magazine: The 43-page publication behind it.

The open ORA welcome bundle box: the three countermats laid in the top tray and, below them, the retail talking points card, the countermat placement guide and an About MIMF card, under the line Three designs. One mission.

The clownfish countermat in place on a fish store checkout counter, reef tanks glowing behind it and the till display reading Thank you! Ask for ORA.

100% point-of-sale placement: Countermats shipped and used at every participating location.
More customer inquiry: Countermats spark curiosity and meaningful conversations about aquaculture.
Greater dealer value: Dealers value the quality, relevance and everyday utility of a useful brand asset.

A simple counter surface became a tool for visibility, education and retail partnership.

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