ACSD

Teaser

ACSD is a cinematic, motion-driven product website built to reposition Marmon Foodservice Technologies’ Automatic Soda Dispenser as a glimpse into the future of beverage automation—not just another industrial spec page. In a category dominated by static, corporate product pages, we designed an immersive scrolling narrative that uses subtle animation, layered transitions, and interactive moments to progressively reveal features and communicate value intuitively.

The experience bridges two worlds: the precision and reliability expected from commercial equipment, and the modern digital storytelling typically associated with tech brands. To support that premium feel, we developed high-fidelity custom product renders through a hybrid workflow—human-led art direction for brand consistency and technical accuracy, accelerated by AI-assisted exploration for lighting and composition.

Just as importantly, the site stays fast and usable for real-world buyers who need clarity on the go, with performance-minded animation and responsive interaction design. The result is a forward-thinking launch experience that elevates ACSD from “commodity hardware” to an aspirational, innovation-first product—helping shift perception around how smart automation is reshaping restaurant operations.

Project Overview

Marmon Foodservice Technologies (MFT) came to us with a challenge: launch a new digital experience for their Automatic Soda Dispenser (ACSD).

While the machine itself represents a major step forward in beverage automation, the category it lives in is dominated by stale, corporate product pages and uninspiring industrial design language. Most competing websites focus purely on technical documentation and specifications, failing to communicate the innovation behind modern foodservice technology.

The Goal

Our goal was to break that mold.

We set out to create a website that feels as forward-thinking as the product itself—an immersive, visually compelling experience that positions MFT at the forefront of beverage automation.

Experience & Interaction Design

The ACSD is designed to automate drink preparation, integrate with POS systems, and deliver consistent pours at high speed for demanding environments like quick-serve restaurants. Instead of presenting this as another equipment page, we framed the machine as a glimpse into the future of foodservice operations.

The design leans heavily into motion, atmosphere, and storytelling. As visitors scroll, subtle animations guide their attention and reveal product features progressively. Scroll-triggered transitions, hover interactions, and layered motion effects transform what would normally be a static brochure into an engaging narrative—each section building on the last.

We also took advantage of the creative flexibility offered by modern front-end technologies. The site incorporates high-performance animations, carefully optimized asset loading, and responsive interaction design to maintain a smooth experience across devices. Rather than overwhelming the visitor with dense technical text, we use motion and composition to communicate functionality intuitively.

Visual System & Custom Renders

A major visual component of the project was the creation of custom product renders. Many industrial manufacturers rely on dated photography or low-resolution CAD exports. Instead, we developed a series of high-fidelity visuals specifically for the web experience.

These renders were produced through a hybrid workflow combining traditional design processes with AI-assisted rendering tools. Human-led art direction ensured brand consistency and technical accuracy, while AI workflows accelerated exploration of compositions and lighting variations.

This approach allowed us to showcase the ACSD in ways that traditional product photography could not—highlighting its form, materials, and engineering details with dramatic lighting and futuristic environments. The result is imagery that feels more like a consumer tech launch than a typical foodservice equipment page.

Performance & Usability

Beyond visual impact, the site was designed with performance and usability in mind. Industrial buyers often access product information quickly from the field or during purchasing research, so page speed and clarity were critical.

Animations are carefully tuned to remain lightweight, and layout structures ensure key product details remain easy to find despite the cinematic presentation.

Outcome

The overall experience bridges two worlds: the precision and reliability expected from a commercial equipment manufacturer, and the modern digital storytelling typically associated with technology brands.

Ultimately, the goal wasn’t just to market a machine, but to shift perception. Instead of presenting beverage equipment as commodity hardware, we positioned ACSD as part of a broader transformation in how restaurants operate—using cinematic visuals, thoughtful motion design, and modern front-end techniques to make something traditionally utilitarian feel innovative, aspirational, and exciting.