Coffee Machine Key Visual Plakater af Edward Lu er en højt anset vinder af den meget prestigefyldte 2026 A' Design Award i Jern i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
JernGrafik· 2026
Coffee Machine Key Visual Plakater
af Edward Lu
Klient: Lumine
Vinder af A' Design Award i Jern i kategorien Grafik
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Om Coffee Machine Key Visual Plakater
Coffee Machine er en serie key visual-plakater skabt til et sortiment af kaffemaskiner. Plakaterne bevæger sig væk fra de afslappede livsstilsbilleder, der er almindelige i markedsføring af kaffemaskiner, og fokuserer i stedet på mangeårig arv og tysk ingeniørkunst. En lysstråle forbinder fortiden med nutiden i hver scene. Fire produktserier har fået fire temaer: industrielle komponenter, teknologiske innovationer, globale vartegn og ingeniørmæssige vidundere. Tandhjul, kredsløbschips, miniaturearkitektur og kosmiske planeter fungerer som visuelle metaforer. Scenerne blev opbygget og renderet i 3D-software.
Anerkendelsen
Om A' Design Award i Jern
Coffee Machine Key Visual Plakater er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Coffee Machine Key Visual Plakater forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Coffee Machine Key Visual Plakater respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- The history of coffee machines dates back to the early 1900s. The theme of the visuals is the conveyance of German engineering excellence and its enduring legacy spanning over a hundred years.
To make the products stand out, the design diverged from the conventional communication approach that emphasizes a leisurely lifestyle, commonly seen in coffee maker promotions, by focusing on creativity rooted in the long-standing heritage and distinctive German engineering excellence. - Dimensioner & Emballage
- The original posters were designed at 3634px x 2045px, 72 dpi.
- Tags
- Graphic Design, Key Visual, Advertisement Design, Poster
- Produktionsteknologi
- The scene is built and rendered in 3D softwares including 3DS and Rhino, and refined in Photoshop.
- Designudfordring
- The most challenging part was balancing the products' heritage with a modern, youthful expression and conveying the core product value precisely through visual metaphors.
The challenge lies in striking a balance between technical precision (e.g., chip structure) and emotional appeal (e.g., "world flavors") to fulfill both functional and cultural expectations of coffee machine users. - Forskning
- Through research on varieties of coffee from around the world, we gained a deeper understanding of coffee and its machines. This allowed us to categorise four series into four unique themes: industrial components, technological innovations, global landmarks, and engineering marvels, infusing each line with a distinct identity while effectively differentiating their features and tiers.
- Inspiration
- The visual concept features a beam of light stretching from the past to the present, connecting history with modernity.
EQ300 transitions from ancient mechanics to today's refined craftsmanship.
EQ500 evolves from early integrated circuits to modern chips.
EQ700 journeys from the ancient Roman Colosseum to the modern Sydney Opera House.
EQ900 showcases the progression from one of the first coffee machines in the early 1900s to today's advanced countertop machine. - Projektvarighed
- The project started in December 2024 and ended in April 2025.
- Driftsflow
- Visual symbolism is used in the designs:
Gears and circuit chips metaphorically represent "Hardcore Smart Extraction".
Miniature architectural landscapes symbolize "Global Flavors".
Cosmic planets embody "Premium Futurism".
The design uses layered narrative approach. A tiered storytelling structure links product offerings and attributes, strengthening the "Tech-Culture-Future" narrative arc.
Using multi-scale visuals (micro to macro), the design honors German craftsmanship and reimagines future coffee experiences, bridging technical precision with creative storytelling. - Teammedlemmer
- Creative Director: Edward Lu
Planner: Penn Pan
Project Management: Cindy Li
3D Designers: Shihao Sun and Qi Qian
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