Coffee Machine Poster Visual Utama by Edward Lu

Coffee Machine Poster Visual Utama by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award Besi in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

BesiGrafik· 2026

Coffee Machine Poster Visual Utama

by Edward Lu

Client: Lumine

A' Design Award Besi 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 Poster Visual Utama

Coffee Machine ialah satu set poster visual utama yang dicipta untuk rangkaian mesin pembuat kopi. Poster ini menjauhi imejan gaya hidup santai yang lazim dalam promosi mesin pembuat kopi dan memberi tumpuan kepada warisan yang telah lama wujud serta kejuruteraan Jerman. Satu pancaran cahaya menghubungkan masa lalu dengan masa kini dalam setiap adegan. Empat siri produk diberikan empat tema: komponen industri, inovasi teknologi, mercu tanda dunia, dan keajaiban kejuruteraan. Gear, cip litar, seni bina miniatur dan planet kosmik berfungsi sebagai metafora visual. Adegan-adegan ini dibina dan dijana dalam perisian 3D.

The Recognition

About the A' Design Award Besi

Coffee Machine Poster Visual Utama ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. Coffee Machine Poster Visual Utama diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. Coffee Machine Poster Visual Utama dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti hidup yang membantu menjadikan dunia tempat yang lebih baik.

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