Coffee Machine Cartells de Visual Clau by Edward Lu

Coffee Machine Cartells de Visual Clau by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award de Ferro in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

FerroGràfic· 2026

Coffee Machine Cartells de Visual Clau

by Edward Lu

Client: Lumine

A' Design Award de Ferro Winner in Gràfic Category

4,860

Verified Award Winner

Verify Award Status for #175312

View at A' Design Award Press Release Award Badge

Colors

The Design

About Coffee Machine Cartells de Visual Clau

Coffee Machine és un conjunt de cartells de visual clau creats per a una gamma de cafeteres. Els cartells s'allunyen de la imatgeria d'estil de vida relaxat habitual en les promocions de cafeteres i se centren en un llegat de llarga tradició i l'enginyeria alemanya. Un feix de llum uneix el passat amb el present en cada escena. Les quatre sèries de productes reben quatre temàtiques: components industrials, innovacions tecnològiques, fites mundials i meravelles de l'enginyeria. Engranatges, xips de circuits, arquitectura en miniatura i planetes còsmics serveixen com a metàfores visuals. Les escenes es van construir i renderitzar amb programari 3D.

The Recognition

About the A' Design Award de Ferro

Coffee Machine Cartells de Visual Clau és un guanyador del guardó A' Design Award de Ferro, un reconeixement prestigiós concedit a bons dissenys que compleixen els requisits professionals i industrials esperats de creacions ben dissenyades. Els guanyadors de Ferro demostren una gran habilitat, una alta especialització, una comprensió experta i la capacitat creativa dels seus creadors. Es preveu que Coffee Machine Cartells de Visual Clau sigui una creació molt apreciada, admirada i estimada que és pràctica i innovadora. Aquest disseny guanyador del guardó A' Design Award de Ferro integra les millors pràctiques del sector i té característiques tècniques competents lligades al coneixement i al talent. Coffee Machine Cartells de Visual Clau és respectat per la seva minuciositat i està pensat per oferir millores en la qualitat de vida que ajuden a fer del món un lloc millor.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Dimensions & Packaging: The original posters were designed at 3634px x 2045px, 72 dpi.
Tags: Graphic Design, Key Visual, Advertisement Design, Poster
Production Technology: The scene is built and rendered in 3D softwares including 3DS and Rhino, and refined in Photoshop.
Design 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.
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.
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.
Project Duration: The project started in December 2024 and ended in April 2025.
Operation Flow: 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.
Team Members: Creative Director: Edward Lu
Planner: Penn Pan
Project Management: Cindy Li
3D Designers: Shihao Sun and Qi Qian