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The blomus catalog has the entertaining and highly innovative character of a lifestyle magazine, even though it presents some 700 products on 244 pages. Using a lot of white space, the layout creates a tranquil environment for the reader to take in the tongue-in-cheek cutouts and impressive ambiance photos. An eight strong team shot more than 11,875 photos in South Africa during ten days. Colored icons provide intuitive and lively guidance through four themed universes: garden, home, taste und spa. Witty texts make it enjoyable for the reader to engage with the products. This way the product messages remain memorized on a sustained basis.