Formed in Chicago in 1929, Wilton are the no.1 supplier of cake decorating and baking products. They offer the most comprehensive and innovative product range in the industry supplying bakeware, cake decorating, icings and gels, candy making, tools, and seasonal products.
Wilton asked Toast to re-design their 100+ page catalogue for the UK market, which is an integral tool for the UK Wilton sales team, ready for a fast approaching trade show in Frankfurt.
We met with the UK Wilton team, presented mood boards and discussed the specific requirements for the catalogue, giving us a grasp on the correct design direction to take. We then got straight to work creating sketched concepts to portray our vision and ideas. A few polished visuals later, we were ready to go with the rest of the catalogue.
We oversaw the design, artwork and print management of a 124-page catalogue working to a tight deadline, using Basecamp to manage the project; this helped with the transfer of the hundreds of images needed to create a document of this size. Amends were handled by using annotated PDFs, which was essential when dealing with discontinued products and changing product part numbers etc. We then oversaw and managed the print production, with the catalogue being delivered on time ready for their trade show.
To break up all the product pages throughout the catalogue we used ‘inspiration pages’.
These focus on how to achieve finished results using the Wilton products on offer. We used full page imagery, adjacent to clear instructions, allowing these pages to stand out from the rest of the catalogue.
Product pages are the main focus of any catalogue, so it is important they are clean and easy to follow.
We made sure the design was not overcrowded, keeping it organised while having the flexibility to be not too formulaic from page to page.