new (2005 edition) Product Catalog

The Server product catalog was recently redesigned to match the new "white" ad campaign look and feel. Call it a media makeover if you like, but there's more to this new look than meets the eye.

Project Objectives

We saw this as an opportunity to build on what we've learned over the years since our last catalog design. Looking for ways to make our printed piece more efficient and useful was top on our list. Not to assume we knew what else needed work, we conducted a short survey to a section of reps and internal departments. Those suggestions were put into the new catalog along with some design department fine-tuning. You'll see from the number of bullets below, we had some work ahead.

The new design should (be):

• Contemporary and clean
• Have less copy
• Indicate we do more than condiment pumps
• Stay with brand image
• Isolate features that relate to the user
• Reduce "in-use" photos in size
• Move product images next to the description
• Highlight product benefits in balloon/note areas
• Give recognition to some new accessories where room permits
• Note improved and new items more clearly
• Reduce "searching" for products

design Solutions

To address the design wish list, we broke them down into a few areas. The requests were worked into the design as we did our initial concepting.

• Headlines
  Needed to be more user oriented vs. model names. "Bagged Cheese Dispensers" replaced "Simplicy". It's finding equipment that will solve a specific problem that is important.
   
• Index
  Eight pages were added to the catalog to allow for new products and more white space per page spread. The addition of an Index was to save time looking for specific products. The Index goes a level deeper than the Table of Contents by listing each product and page to guide you to the page (vs. category) your looking for.
   
• History
  To clean up our inside cover, we've removed the Server history paragraphs. This type of information has migrated to Web sites and is available on ours.
   
• Product Descriptions
  The Model and Stock # information has been moved after product descriptions. This eliminates the need to skim past information to read the product description.
  • This
    INSULATED CONDIMENT SERVER  MMS #94070
  • Not This
    MMS #94070 INSULATED CONDIMENT SERVER
     
• Copy/Product descriptions
  By putting product images next to the copy, we were able to eliminate describing the direction of a spout warmer on all merchandising equipment. A small change, but it does help clean up the page some.
   
• Icons
  For fast recognition and a clean look, we've developed three icons: Exclusive (products available only from Server), Available for Export and Visit Web Video (to promote the warmers line video). In a short time, we've found these icons to be a great resouce. You will find them throughout the Web site as well.
   
• Cross-Sell
  The Atom Icon was developed to highlight product benefits and cross-sell companion pieces where space allows. The intent was not to include all companion pieces but to give recognition to new or mass appeal companion items. As catalogs are updated, the cross-sell items will change.

summary

Far from a makeover, our product catalog also has a load of new equipment to showcase. New items include a cream chiller, butter mixer, condiment carts and more. Each is designed to make your operation run smooth.

If you're intrigued about our new equipment or even the new design, order a catalog for you and your colleagues today.