Craft and Savor

Craft and Savor is a New York City-based company that provides fresh, healthy snacks to corporate offices. They sell over 30 unique products, including fruit, salads, and breakfast items.

To give potential clients a better overview of the company and a list of their full product offering, they created a product book with inspiration from other product catalogs and fashion look books. However, the book put too much focus on aesthetics and not so much on use-case.

Overally, the problem with the original book was putting too much focus on the aesthetics and voice without considering the use-case.

Major Issues:

• Book Length: There were 40+ pages, and the majority of people did not flip past the first few pages
• Text: Pages that had text were lengthy, hard to read, and for the most part, not helpful or to the point
• Images: Product images looked similar since they have the same packaging and labelling, which makes the book seem repetitive. After the first few, there wasn't much value-add in showing each individual product.

The people we were speaking to are busy, working people. It was too time consuming for them to flip through that many pages to see our product offerings. So, the simple solution was to cut out all the unnecessary information, and give them only what they need. (Of course, without sacrificing the aesthetics of the brand).

The entire book was reduced to five spreads: company overview, mission statement, how it works, menu, local pledge.