Lackmann LLC
Lackmann Meat and Delicatessen Factory GmbH
About the Client
Lackmann Fleisch- und Feinkostfabrik GmbH — a manufacturer of meat delicacies. The company operates in international markets and develops its network through franchising.
For the international Anuga exhibition in Germany, the client needed a landing page for a B2B audience. The page was intended to serve as a presentation during negotiations and collect inquiries from potential partners.
At the start of the project, the client had a logo, a printed brochure, product photos, and text materials. Our task was to adapt these materials for the German market: develop a clear structure, present the information effectively, and reinforce the brand’s reliability.
Goal
Create a landing page that helps the company present itself to potential partners and expand its franchising direction.
The page needed to:
- introduce Lackmann Fleisch- und Feinkostfabrik GmbH as a reliable manufacturer;
- showcase the product assortment
- explain the advantages of the franchise
- build trust through the company story, awards, reviews, and real facts
- lead users toward submitting a cooperation inquiry
The main focus of the project was a clear structure. The company had many strong arguments, and they needed to be arranged in a way that made the page easy to read, engaging, and capable of gradually revealing the value of the partnership.
Design
The key idea behind the project was to build the page as a sequential trust funnel. Users should not be forced to immediately process complex text or understand the business model from the very beginning. Instead, they gradually move through the following path:
visual impression → trust → product → business → proof → contact
This is visually supported by:
- alternating dark and light sections
- large product photography
- minimal text in key areas
- accent red elements for calls to action
At first, the user sees the product and the company’s overall level, then gradually learns more about quality, history, product range, franchise opportunities, and cooperation conditions. This approach helps avoid overwhelming the visitor in the first few seconds and allows them to progressively immerse themselves in the offer.
Below is an analysis of the key design solutions that form the trust funnel: the first screen, quality blocks, brand history, products, franchise presentation, proof of reliability, and contact sections.
First screen — emotional engagement
The first screen is responsible for creating the initial impression. It was important to quickly communicate the taste, quality, and scale of the brand.
The main focus was placed on:
- large, appetizing product imagery;
- a dark background that enhances the premium feel
- a minimal amount of text.
Quality and brand history block — strengthening trust
After the emotional introduction, the user moves into a calmer and lighter section. Here, the rhythm changes: visual emphasis gives way to content. The text was restructured into a more convenient and digestible format through: short, meaningful sections, clear hierarchy, visual accents, sufficient spacing between elements.
We presented the company’s history in the form of a timeline. This format works especially well for a brand with history, growth, and international context.
This approach allows users to:
- quickly review key stages;
- visually recognize important dates;
- develop a sense of stability and experience.
Here, the company’s history functions as an emotional argument that strengthens rational trust.
Franchise — key selling block
The franchise section became one of the central blocks on the page. Its goal was to clearly explain why the company’s partnership model could be attractive to entrepreneurs.
The structure follows a simple logical sequence:
- problem — small businesses struggle to compete;
- solution — franchise partnership;
- advantages.
Trust blocks
At this stage, the user is already interested, making it important to reinforce trust. For a B2B audience, proof and confirmation are essential.
That is why the page includes awards, quality standards, partner success stories, and reviews.
Facts demonstrate the company’s reliability, real partner stories provide authentic context, and reviews help showcase the actual experience of working with the brand. Integration with Google further strengthens the perception of transparency and legitimacy.
Layout
For the project, we developed a multilingual landing page with a responsive structure, animations, decorative elements, and custom behavior for specific sections. It was important to preserve the expressiveness of the design across different devices while keeping the page fast, clean, and easy to maintain.
Logo Animation
One of the page’s notable visual effects is the logo animation during the initial scroll. Upon loading, the logo appears slightly outside of its standard position within the header. Once the user begins scrolling, it smoothly transitions into place.
To achieve this effect, the logo was placed inside an additional wrapper within the header. By default, the image is offset by a specified distance, and upon scroll, a dedicated class is added to the html tag. This class triggers the animation that returns the logo to its original position. The solution made the effect stable and adaptive.
Animations of Decorative Elements
The page contains numerous decorative elements that appear during scrolling and add movement to the interface.
To implement this, a universal JavaScript mechanism was developed. The script iterates through elements with the data-anim attribute, tracks their appearance within the viewport, and adds the _anim class. Individual positioning and movement behaviors are then controlled through CSS styles.
This approach avoided unnecessary complexity from multiple independent scripts while maintaining flexibility for future modifications.
Medal Animation
Special attention was given to the medal section. According to the design concept, the medals needed to appear smoothly and in a specific sequence.
To achieve this, an SCSS loop was used to automatically assign animation delays for each element. This allowed for a cascading animation effect without manually defining delays for every medal individually. The code remained compact while the animation stayed clean and controllable.
Technologies
The project used:
- Gulp;
- Webpack;
- SCSS;
- JavaScript;
- Tailwind;
- llazy loading for images;
- image optimization;
- conversion of graphics to WebP.
The build system handled the local web server, JS and SCSS minification, image optimization, and preparation of the project for deployment.
Project Challenges
One of the main challenges was preserving the richness of the content and the recognizable brand identity while presenting everything in the format of a modern, structured, and easily digestible landing page.
As a result, the primary focus was placed on structure, visual hierarchy, and careful adaptation of the brand elements to the digital environment.
Large Volume of Content
The client had extensive materials related to the company, products, quality standards, history, and franchise model. All of this information needed to be transformed into a page that could be reviewed quickly and understood easily.
We divided the information into logical sections, structured the order of presentation, and strengthened the visual hierarchy. Each section was assigned a specific role within the overall page narrative.
Working with Existing Style
The brand already had signature elements, a logo, and a brochure. These materials needed to be carefully adapted into the digital environment and developed into a complete visual system for the landing page.
We preserved the recognizable brand accents while adapting them for modern web presentation: grid systems, typography, color schemes, content rhythm, and responsive states.
Result
We created a multilingual landing page that helps Lackmann Fleisch- und Feinkostfabrik GmbH present its brand, products, and franchise opportunities within the German market. The page presents the company through a strong visual approach, highlights product advantages, explains the partnership model, and builds trust through facts, awards, reviews, and real stories.
The landing page can function as a standalone company presentation, a follow-up tool after exhibition meetings, and an entry point for attracting new partners.
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