Quix هویت برند by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 جایزه نقره‌ای A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.
نقرهگرافیک· 2021
Quix هویت برند
Client: Zambelli Brand Design
جایزه نقره‌ای A' Design Award Winner in گرافیک Category
Verified Award Winner
Verify Award Status for #120357The Design
About Quix هویت برند
کوئیکس یک هویت برند برای دستگاه‌های فروش خودکار سلف‌سرویس است که نوشیدنی‌های گرم و سرد و میان‌وعده عرضه می‌کنند. این هویت از رنگ‌ها، بافت‌ها و فرم‌های برگرفته از فرهنگ ایتالیایی بهره می‌برد و به عصر طلایی طراحی ایتالیایی ادای احترام می‌کند. جذابیتی اندکی نوستالژیک، سال‌های دولچه ویتا را تداعی کرده و فرهنگ قهوهٔ ایتالیایی را به یاد می‌آورد. فنجان‌های قهوه و پوسترها با رنگ‌های CMYK و فناوری افست چاپ شده‌اند، در حالی که دستگاه‌های فروش خودکار با فویل‌های چاپی برندسازی شده‌اند. این طراحی یک استراحت کوتاه برای نوشیدن قهوه را به یک تجربهٔ بصری آرام تبدیل می‌کند.
The Recognition
About the جایزه نقره‌ای A' Design Award
Quix هویت برند برنده جایزه نقره‌ای A' Design Award است، شناختی فوق‌العاده معتبر که به طراحی‌های سطح بالای زیبا، والا و تأثیرگذار اعطا می‌شود. برندگان نقره آثاری بسیار درخشان و فوق‌العاده خلاق‌اند که تخصص، استعداد و تیزبینی برجسته طراحان خود را نشان می‌دهند. از Quix هویت برند انتظار می‌رود اثری شگفت‌انگیز و نمونه باشد که به‌طور چشمگیری حرفه‌ای و عمیقاً نوآورانه است. این طراحی برنده جایزه نقره‌ای A' Design Award اختراعی بسیار قابل‌توجه و ستوده است که سود می‌رساند و مرزهای هنر، علم، طراحی و فناوری را پیش می‌برد. Quix هویت برند آفرینشی است که به آن بسیار رشک برده می‌شود، خواسته‌ها را بیدار می‌کند، احساسات مثبت می‌آورد و حیرت و شگفتی برمی‌انگیزد.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- To go coffee cup small: 46x60 mm To go coffee cup big: 59x110 mm Metal coffee box: 12x18 cm
- Tags
- Branding, Coffee, vending machine, QSR, quick service, Italian, Italian design, Italian aesthetics
- Production Technology
- Coffee cups and posters were printed using CMYK colour and offset technology. Vending machines are branded using printed foils.
- Design Challenge
- 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).
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The project started in January 2020 and finished in August 2020 in Rijeka, Croatia.
- Operation Flow
- 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.
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