Coffee Machine Key-Visual-Poster by Edward Lu

Coffee Machine Key-Visual-Poster by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award in Eisen in Grafikdesign Competition Category.

EisenGrafik· 2026

Coffee Machine Key-Visual-Poster

by Edward Lu

Client: Lumine

A' Design Award in Eisen Winner in Grafik 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 Key-Visual-Poster

Coffee Machine ist eine Serie von Key-Visual-Postern, die für eine Reihe von Kaffeemaschinen entwickelt wurde. Die Poster distanzieren sich von der entspannten Lifestyle-Bildsprache, die in der Werbung für Kaffeemaschinen üblich ist, und konzentrieren sich stattdessen auf langjährige Tradition und deutsche Ingenieurskunst. Ein Lichtstrahl verbindet in jeder Szene die Vergangenheit mit der Gegenwart. Vier Produktserien erhalten vier Themen: Industriekomponenten, technologische Innovationen, globale Wahrzeichen und Meisterwerke der Ingenieurskunst. Zahnräder, Schaltkreis-Chips, Miniaturarchitektur und kosmische Planeten dienen als visuelle Metaphern. Die Szenen wurden in 3D-Software erstellt und gerendert.

The Recognition

About the A' Design Award in Eisen

Coffee Machine Key-Visual-Poster ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von Coffee Machine Key-Visual-Poster wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. Coffee Machine Key-Visual-Poster wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

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