PRODUCT CATALOGUE

Zeleninári

Zeleninári is a company that supplies restaurants and hotels with fresh vegetables and fruits (and various other products). The redesign of their product catalog was one of the first tasks I received when I started at the company.
At first, there was no clear direction in which the design should be headed. The existing product catalog was basically a list of all the products arranged in tables and sorted by their seasonal availability with a couple of pictures here and there.

The target audience was the company's customers: owners, chefs, and managers of various gastronomy related businesses (hotels, restaurants, diners etc.).
Early on, we decided to include as many authentic photos of the products as possible, so that the customers were buying what they actually saw in the catalog. Because many of the products are seasonal and available only for a few months, we established a basic timeline in which we would photograph them.

The design process began by analyzing the problems of the existing catalog. It was expected to be quite extensive, so I've worked closely with our business representatives collecting feedback on what was the best way for arranging the products. Through this, I've learned that many of the clients are interested only in particular categories of fruits/vegetables and that it would be better to classify them by their type and not by their seasonal availability.

This led to formulating the key elements of the redesign:

• photograph as many of our products as possible
• every class of products should have its own design and should feel unique
• the catalog should be comprehensive but also easy to browse to quickly find any category relevant to the customer
• every category should include a tip about how to properly store our products
• non-traditional and exotic products must have a description on how they can be used in gastronomy (we expanded this later to almost every product)
• there should be a simple list of seasonal products which aren't available throughout the year

The feedback from our clients was very positive, many of them praising the useful tips for using/storing our products and the different visual styles of every category. Thanks to the extensive photo documentation and description of the products many customers discovered new rare/exotic ingredients to include in their menus, which lead to increased sales.