Ruzza Meat

What it is

Giacomo Ruzza selects the meat he offers to restaurants, butcher shops and private clients in Gussago, near Brescia. The value is the judgement, not a longer catalogue. The site had to show that, put the person before the price list, and speak clearly to more than one audience. The story between Brazil and Italy also needed a site that works in more than one language.

The live site is ruzzameat.com.

How the page is built

It is one page, with sections the menu can reach: selection, story, services, contact. The opening is reduced to a photograph, a face and a precise promise. From there a visitor can enter the selection or start a conversation.

The story from Brazil to Italy sits in the middle, because it is what makes the selector’s path and judgement understandable. The services come after, organised by who they are for: restaurants, butcher shops, barbecue collaborations, consulting and private clients.

• Italian, English and Portuguese, each with its own address, and the language switch always at hand.
• WhatsApp, a phone call and email start from the contact section and from the menu.
• The email address is obfuscated so it does not land in lists scraped by spammers.
• The interface is dark, built around photographs of the cuts, with gold used as a signal rather than a fill.