Coffee Machine Affiches visuelles clés by Edward Lu

Coffee Machine Affiches visuelles clés by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award de Fer in Design Graphique Competition Category.

FerGraphisme· 2026

Coffee Machine Affiches visuelles clés

by Edward Lu

Client: Lumine

A' Design Award de Fer Winner in Graphisme Category

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Verified Award Winner

Verify Award Status for #175312

View at A' Design Award Press Release Award Badge

Colors

The Design

About Coffee Machine Affiches visuelles clés

Coffee Machine est une série d'affiches visuelles clés créée pour une gamme de cafetières. Ces affiches s'éloignent de l'imagerie d'un art de vivre paisible, habituelle dans la promotion des cafetières, pour mettre en avant un héritage de longue date et le génie technique allemand. Dans chaque scène, un faisceau lumineux relie le passé au présent. Quatre gammes de produits se voient attribuer quatre thèmes : les composants industriels, les innovations technologiques, les monuments emblématiques du monde et les prouesses de l'ingénierie. Engrenages, puces électroniques, architectures miniatures et planètes cosmiques font office de métaphores visuelles. Les scènes ont été modélisées et rendues à l'aide d'un logiciel 3D.

The Recognition

About the A' Design Award de Fer

Coffee Machine Affiches visuelles clés est lauréat de l'A' Design Award de Fer, une reconnaissance prestigieuse décernée à de bons designs qui répondent aux exigences professionnelles et industrielles attendues de créations bien conçues. Les lauréats Fer démontrent la grande compétence, la haute spécialisation, la compréhension experte et la capacité créative de leurs créateurs. Coffee Machine Affiches visuelles clés est censé être une création très estimée, admirée et chérie, pratique et innovante. Ce design lauréat de l'A' Design Award de Fer intègre les meilleures pratiques de l'industrie et présente des caractéristiques techniques compétentes associées à un savoir-faire et à du talent. Coffee Machine Affiches visuelles clés est respecté pour sa rigueur et est conçu pour apporter des améliorations de la qualité de vie qui contribuent à faire du monde un monde meilleur.

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