FOODMAXX

The brief

The first version is a single page with a continuous storyline: from the first screen to a can that opens up, then on to production, the catalogue and the enquiry; it is meant to be watched slowly. The second, «Shelf», is the same data in another genre: the product with callouts on dotted lines, four «what's in the can» badges, a six-point checklist, eight numbered production steps, three shelves with item counters, the logos of six retail chains and a price-list request — the point reads in three seconds. The checklist is deliberately not a «us versus ordinary canned food» table: we cannot claim that others use preservatives — that would no longer be advertising but defamation. So it is a list of what buyers choose a supplier by, and every item is answered «yes».