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Product Catalog Design: Harlequin Group

Client: Harlequin Group (Sydney, Australia), a company with over 25 years in the backpack business, with both a webstore and B2B wholesale sales

Context: Complete redesign of the product catalog for Harlequin Group’s B2B/wholesale channel, whose real target audience is school parent committees and administrators, the actual decision-makers who select backpack suppliers for their institutions. The backpacks stand out for their ergonomic design, with spinal support built for daily use by children.

My role: Product catalog design, product photography, and delivery of the final file to the printing supplier.

The challenge: Completely refreshing the catalog’s visual direction after more than 15 years with the same style, clearly communicating the arguments a parent committee or school administrator needs to make an institutional purchasing decision, not just visual appeal, but trust and technical credibility.

Process: Identifying the real target audience (parent committees and school administrators as decision-makers), developing moodboards to define the new visual direction, specialized photography sessions to capture the backpacks’ detail and quality, and designing a matte-laminated cover with foil detailing and distinctive illustration.

Deliverables:

  • Complete product catalog design
  • Product photography
  • Matte-laminated cover with foil and illustration
  • Final file for the printing supplier

Tools: Illustrator, Photoshop, InDesign, photography

Result: A product catalog that conveys quality and craftsmanship through crisp photography, clear iconography, and concise copy, built specifically to support institutional purchasing decisions by school committees.

Looking to redesign your company’s product catalog? Get a quote or check out my services.

Harlequin Group

Product catalog design for Harlequin Group, a Sydney, Australia company with over 25 years selling backpacks. Design, photography, and final files for a B2B catalog aimed at school parent committees and administrators, after 15 years with the same visual style.