Coffee Machine Ngā Pānui Ataata Matua by Edward Lu

Coffee Machine Ngā Pānui Ataata Matua by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award Rino in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

RinoWhakairoiro· 2026

Coffee Machine Ngā Pānui Ataata Matua

by Edward Lu

Client: Lumine

A' Design Award Rino Winner in Whakairoiro 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 Ngā Pānui Ataata Matua

Ko Coffee Machine he huinga pānui ataata matua i hangaia mō tētahi kohinga mīhini kawhe. Ka wehe atu ngā pānui i ngā whakaahua noho whakatā e kitea nuitia ana i ngā whakatairanga mīhini kawhe, ka arotahi kē ki te taonga tuku iho roa me te mahi pūkaha Tiamana. Ko tētahi hihi mārama e hono ana i te wā o mua ki te wā o nāianei i ia āhuatanga. E whā ngā rārangi hua kua whakawhiwhia ki ngā kaupapa e whā: ngā wāhanga ahumahi, ngā auahatanga hangarau, ngā tohu whenua o te ao, me ngā mea whakamīharo pūkaha. Ko ngā taputapu huri, ngā maramara ara iahiko, ngā hoahoanga moroiti me ngā aorangi o te ātea hei kupu whakarite ā-kanohi. I hangaia, i whakaputaina hoki ngā āhuatanga ki te pūmanawa 3D.

The Recognition

About the A' Design Award Rino

Ko Coffee Machine Ngā Pānui Ataata Matua te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Coffee Machine Ngā Pānui Ataata Matua he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Coffee Machine Ngā Pānui Ataata Matua mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

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