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Focus Product Catalogue

A 124-page product catalogue designed from scratch for hotel and restaurant equipment brand Focus — art direction, page system and photo editing.

The open Focus catalogue: PRODUCT CATALOG on a grey gradient cover, with dishes served in marble bowls on metal stands.

Brief

Focus makes presentation equipment for hotels and restaurants: marble and ceramic bowls, wooden and metal stands, drink and buffet systems. The brief was a single book that gathers hundreds of products — one that chefs and buyers can both be inspired by and order from.

Approach

I built the catalogue from scratch and led it from the first sketch to print as art director and graphic designer.

  • Page system: every section opens with the same rhythm — a full-page presentation shot on the left, an orderly product grid with code, material and dimensions on the right. Across 124 pages, the reader never loses their place.
  • Marker: the red crosshair from the Focus logo becomes a small plus sign on every section title, carrying the brand through the whole book.
  • Photography: products are shown with real food, on light grey gradients with soft shadows. I edited and retouched every photograph to keep light and colour consistent from page to page.
  • Typography: light, widely spaced headings and a calm text layout that leave the stage to the product.

Result

A 124-page product catalogue organised into sections: cover, contents, an About Us page, and product sections running from bowls and stands to drink systems and presentation pieces.

I led the project as art director and graphic designer at Salus Medya.

Applications

04
An open spread from the Ceramic Bowls section: dessert presentations under glass cloches on the left, nine ceramic bowls with code, material and dimensions on the right.
01 · Section opener and product page
Six open spreads on an orange ground: the Display Boxes, Round Bases, Amenities, Steak Presentation and Ceramic Deep Bowls sections.
02 · One page system across every section
The first fifteen spreads of the catalogue in a grid: cover, contents, a dark About Us page and the marble, wooden and stainless steel bowl sections.
03 · Cover, contents, About Us and the first sections
Eight product photographs edited for the catalogue: drink bottles with wooden lids, carved wooden bowls, a smoked cocktail cloche and desserts under glass.
04 · Product photography — editing and retouching