Quix Primarna funkcija: Vizualni identitet brenda – dizajner Anja Zambelli Colak

Dizajn Quix Primarna funkcija: Vizualni identitet brenda čiji je autor Anja Zambelli Colak iznimno je cijenjeni dobitnik prestižne nagrade 2021 Srebrna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

SrebroGrafika· 2021

Quix Primarna funkcija: Vizualni identitet brenda

autor/ica Anja Zambelli Colak

Klijent: Zambelli Brand Design

Dobitnik nagrade Srebrna nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Quix Primarna funkcija: Vizualni identitet brenda

Book Text: Quix je vizualni identitet brenda za samoposlužne automate koji nude tople i hladne napitke te grickalice. Identitet koristi boje, teksture i oblike preuzete iz talijanske kulture, odajući počast zlatnom dobu talijanskog dizajna. Blago vintage ugođaj podsjeća na godine Dolce Vite i evocira talijansku kulturu ispijanja kave. Šalice za kavu i posteri tiskani su u CMYK bojama offset tehnologijom, dok su automati brendirani tiskanim folijama. Dizajn pretvara brzu pauzu za kavu u smirenu vizualnu doživljaj.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Quix Primarna funkcija: Vizualni identitet brenda je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Quix Primarna funkcija: Vizualni identitet brenda bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Quix Primarna funkcija: Vizualni identitet brenda je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: Quix’s design was created by choosing colors, textures, and forms from Italian culture that pay homage to the golden age of Italian design and the giants that defined it. The design nods to the Dolce Vita years with a slightly vintage appeal that transports the consumer to a more relaxed space. This design is unique because it was able to capture the essence of Italian aesthetics and implement them on a smaller scale - vending machines.
Dimenzije i pakiranje: To go coffee cup small: 46x60 mm To go coffee cup big: 59x110 mm Metal coffee box: 12x18 cm
Oznake: Branding, Coffee, vending machine, QSR, quick service, Italian, Italian design, Italian aesthetics
Proizvodna tehnologija: Coffee cups and posters were printed using CMYK colour and offset technology. Vending machines are branded using printed foils.
Dizajnerski izazov: Challenges faced included a market oversaturated with coffee products, quality not being a competitive advantage in vending machine products, limited physical thus limited space to communicate brand experience. Due to the low price point, brand packaging and collaterals needed to be designed keeping in mind a low budget and the design needed to appeal to a wide range of consumers – from university students (Gen Z) to blue-collar workers (Boomer) and office staff (Millennials).
Istraživanje: Workshops were conducted to set up a brand strategy. The objective was to define brand essence and philosophy, expected brand experience, brand personality and character definition, brand target groups, and market positioning. The personality defined – Quix is an elegant, clever friend and assistant inspired by Italian aesthetics. Thorough research of the history of Italian graphic design was conducted before concept development. Design prototyping tested the identity at every brand touchpoint.
Inspiracija: Italians are unparalleled at coffee drinking and nurturing coffee culture. Quix was inspired by the juxtaposition of this languid Italian coffee culture and grabbing a quick cup of coffee. The design weaves Italian values into its visual identity with colors and textures that pay homage to the golden age of Italian design. Its vintage appeal evokes Italian charm with the aroma of premium coffee - because despite the fast pace, find time to take a break and enjoy life. Dolce vita.
Trajanje projekta: The project started in January 2020 and finished in August 2020 in Rijeka, Croatia.
Tijek rada: Quix are quality self-service vending machines that provide hot and cold drinks and snack meals, with guaranteed product quality, in an attractive form. As the consumer approaches to purchase a cup of coffee, Quix immediately creates a unique visual experience in the space where the vending machine is installed. Unlike typical vending machines, the design is an integral part of the experience and immediately transports the consumer to a different time and place evoking Italian coffee culture.