Press Release
Edward Lu Is Honored with the A' Design Award for Coffee Machine Key Visual Posters in Graphics, Illustration and Visual Communication Design
Edward Lu honored for graphics, illustration and visual communication design by the international grand jury of the 2025 - 2026 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, August 10, 2025 /DesignNewswire/ A' Design Award & Competition has confirmed the A' Design Award in the Graphics, Illustration and Visual Communication Design category for Coffee Machine Key Visual Posters by Edward Lu, designed for Lumine. The result belongs to the 2025 - 2026 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
About the A' Design Award
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
More About Coffee Machine Key Visual Posters
Coffee Machine is a set of key visual posters created for a range of coffee makers. The posters move away from the leisurely lifestyle imagery common in coffee maker promotions and focus on long-standing heritage and German engineering. A beam of light links the past to the present in each scene. Four product series are given four themes: industrial components, technological innovations, global landmarks, and engineering marvels. Gears, circuit chips, miniature architecture and cosmic planets serve as visual metaphors. The scenes were built and rendered in 3D software.
Award Record
This recognition makes Edward Lu a winner of 1 A' Design Award.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://dezigners.org/design-category/graphics
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/175312
- A' Design Award Page: https://competition.adesignaward.com/175312
- Media Showcase: https://www.designnewsroom.com/!175312
- Laureate Profile: https://dezigners.org/d/371550
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Coffee Machine Key Visual Posters
- Function
- Key Visual Posters
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Black, Dark Slate Gray and Dim Gray
- Images
- 5
- Client
- Lumine
The Recognition
- Laureate
- Edward Lu
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2025 - 2026
- Design ID
- #175312
Credits
- Team
- Penn Pan, Cindy Li and Shihao Sun and Qi Qian
Design Details
- Unique Properties
- 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.
- 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.
- Research
- 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.
- Challenge
- 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.
- Realization and Technology
- The scene is built and rendered in 3D softwares including 3DS and Rhino, and refined in Photoshop.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in December 2024 and ended in April 2025.
- Specifications
- The original posters were designed at 3634px x 2045px, 72 dpi.
- Keywords
- Graphic Design, Key Visual, Advertisement Design, Poster
