Quix Primary Function: Nasnameya Marqeyê by Anja Zambelli Colak

Quix Primary Function: Nasnameya Marqeyê by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 Xelata A' Design Award a Zîvîn in Dîzayna Grafîk, Wênesazî û Ragihandina Dîtbarî Competition Category.

ZîvGrafîk· 2021

Quix Primary Function: Nasnameya Marqeyê

by Anja Zambelli Colak

Client: Zambelli Brand Design

Xelata A' Design Award a Zîvîn Winner in Grafîk Category

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Verified Award Winner

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Colors

The Design

About Quix Primary Function: Nasnameya Marqeyê

Quix nasnameyeke marqeyê ye bo makîneyên firotina xwexizmetê yên ku vexwarin û tûrikên germ û sar pêşkêş dikin. Nasnameyê rengan, tekstûr û şêweyên ji çanda Îtalî werdigire, rêzê ji serdema zêrîn a dîzayna Îtalî re digire. Kişandineke hinekî kevneşopî salên Dolce Vita tîne bîra mirov û çanda qehweya Îtalî radixe ber çavan. Fincanên qehweyê û posteran bi rengên CMYK û teknolojiya offset têne çapkirin, dema ku makîneyên firotinê bi foîlên çapkirî têne marqekirin. Dîzayn navbereke qehweyê ya bilez vediguherîne ezmûneke dîtbar a aram.

The Recognition

About the Xelata A' Design Award a Zîvîn

Quix Primary Function: Nasnameya Marqeyê xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Quix Primary Function: Nasnameya Marqeyê karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Quix Primary Function: Nasnameya Marqeyê afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

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.