ONSE

ONSE manufactures cleaning chemistry for coffee machines, and its buyers are not consumers. A café owner, a service engineer and a distributor in Poland arrive with different questions — what does a case cost, will this damage a Franke group head, where is the safety data sheet — and none of them is a question a product photo answers.

The range also lived in more than one place: printed labels, SDS PDFs, marketplace listings and a private-label conversation with its own minimum order. Whatever we built had to become the version the company edits, not another copy that drifts out of date behind the ones that matter.

The product sheet is the centre of the site. Every SKU carries its code, format, dosage, net weight, full composition, shelf life and storage conditions as a spec table — then the procedure split by machine class, because 15 g in a superautomatic and 15 g in a portafilter are not the same instruction.

Compatibility is a filter, not a paragraph. Twelve equipment brands — Saeco, Thermoplan, WMF, Melitta, Necta, Franke and the rest — are selectable in the catalogue and listed on each product with the models the formula was validated on, so “will this work on my machine” is answered before anyone writes an email.

Nothing on the site is hardcoded. Products, categories, documents, compatibility and every line of all three language versions are Sanity documents, edited in a Studio that ships with the site at /studio. Publishing fires a webhook, and the pages the change touched rebuild.

Three audiences, three entry points, all on the first screen: view the products, request wholesale prices, get product samples. A distributor and a café owner want different things from the same catalogue, and neither has to read the other's page to reach theirs.

The catalogue filters the way a buyer thinks — by category with the count on the chip, by equipment brand, by name or SKU, sorted default, newest or by name. The badges carry merchandising the sales team would otherwise repeat by phone: best seller, popular, for service.

Certification is not a line in a footer. ГСТУ-050:2004 and ГСТУ 3-051:2004 are printed on the labels and repeated in the specs, and the documents page puts eight safety data sheets one click away — individually, or as a single ZIP.