Coffee Machine Ključni vizualni plakati by Edward Lu

Coffee Machine Ključni vizualni plakati by Edward Lu is a highly esteemed winner of the very prestigious 2026 Železna nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

ŽeleznaGrafika· 2026

Coffee Machine Ključni vizualni plakati

by Edward Lu

Client: Lumine

Železna nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

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The Design

About Coffee Machine Ključni vizualni plakati

Coffee Machine je serija ključnih vizualnih plakatov, ustvarjenih za linijo kavnih aparatov. Plakati se oddaljujejo od podob lagodnega življenjskega sloga, ki so pogoste v promociji kavnih aparatov, in se osredotočajo na dolgoletno dediščino ter nemško inženirstvo. Snop svetlobe v vsakem prizoru povezuje preteklost s sedanjostjo. Štirim produktnim serijam so dodeljene štiri teme: industrijske komponente, tehnološke inovacije, svetovne znamenitosti in inženirski čudeži. Zobniki, vezni čipi, miniaturna arhitektura in kozmični planeti služijo kot vizualne metafore. Prizori so bili zgrajeni in upodobljeni v programski opremi za 3D.

The Recognition

About the Železna nagrada A' Design Award

Coffee Machine Ključni vizualni plakati je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Coffee Machine Ključni vizualni plakati se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Coffee Machine Ključni vizualni plakati zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

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