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With rapidly changing food trends and variable equipment lines, spanning a multitude of processing options, a conventional approach to equipment brochures wasn't going to work for JBT. By aligning the capabilities of the company's equipment portfolio with relevant industry trends, key selling points and business benefits suddenly became much more relatable to end customers and purchasing managers.
Structurally, front end process overviews/options help the reader dissect what can be complex and confusing processes and also serves as a point of reference to support body content. The main equipment content was purposely kept to high-level business benefits to clearly identify competitive advantages, while leaving room for additional details and input to be provided by the indicated sales contact.
