Technical illustration B2B: when a drawing closes a deal
Process illustrations for industrial machinery — including Louis Vuitton
30+
Illustrations
6
Years
4
Languages
Custom
Per project
This technical illustration B2B project documents the creation of an original visual system for explaining the operation of complex industrial machinery to international buyers. The isometric illustrations produced for Peroni Ruggero Srl are not generic explanatory materials: they are sales tools, designed to communicate the technical precision of the machines immediately and clearly to luxury packaging clients.
Context
Peroni Ruggero manufactures machinery for luxury packaging. Explaining how a complex machine works to an international buyer isn’t straightforward: technical manuals are dense and specialised, photographs only show the exterior of the machine, and live demonstrations are not always possible. A format was needed that could travel with the sales representative, be understood in any language, and communicate the exact step-by-step operation of each machine within seconds.
The problem
How to communicate visually — immediately and in multiple languages — the step-by-step operation of complex industrial machines to clients like Louis Vuitton? The luxury packaging sector demands the highest standards: the buyer must not only understand what the machine does, but must be able to picture it integrated into their own production line, with confidence that every technical detail is precise and reliable.
The approach
I developed a “dynamic process” system: isometric digital illustrations that break each machine’s process into numbered phases, with icons, arrows and essential technical annotations. Each technical illustration B2B is produced in four languages (Italian, English, French, Spanish) for international markets, without any translation ever compromising the visual precision of the drawing.
Over five years I created 30+ illustrations — for machines including the JOLLY BOX-EL, the PWS-EVO, the SWP-1000 — culminating in a complete series designed specifically for the Louis Vuitton project: the JOLLY BOX-EL-4-LV (rigid box forming machine) and the PSB-900 (handle application machine for LV shopping bags). Every illustration was validated by Peroni Ruggero’s technical department before commercial use.
Each illustration is produced in Adobe Illustrator, which allows absolute vector precision and the scalability required for both print and digital use.
Materials
The result
The illustrations were used both at Drupa 2024 — one of the world’s most important trade fairs for industrial packaging — and in direct commercial materials for Louis Vuitton buyers. Sales tools, not decoration.
The technical illustration B2B system allowed Peroni Ruggero’s sales team to present complex machines clearly and professionally, regardless of the client’s language.
The same illustrations are still used today in catalogues, PowerPoint presentations, product data sheets and trade fair materials.
What this work demonstrates
Ability to translate technical complexity into accessible visual communication. Advanced vector illustration in Adobe Illustrator. Product understanding at a technical-functional level. Multilingual production (IT · EN · FR · ES).
Working on technical illustration B2B at this scale taught me that visual clarity is a form of respect for the client: an international buyer should never have to wonder how a machine they are considering purchasing actually works. A well-crafted technical drawing answers that question before it is even asked.
A coherent visual system also reinforces every other communication channel, working hand in hand with projects like Brand Identity B2B.
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Adobe Illustrator · Adobe InDesign · Adobe Photoshop