Kelsen Products wanted a catalog/line sheet that would show off their items in a timeless and classic way. The dominant black tone and use of monochromatic nature photos establishes elegance and hints at the fact that these high end products are made with natural ingredients. The images of the athletes that own the company are in color, so that the personality of the brand is vibrant and inviting. With a simple front and back, the reader is persuaded to see more behind the black cover.