Quix Primary Function: Identitas Merek by Anja Zambelli Colak

Quix Primary Function: Identitas Merek by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Grafis Competition Category.

PerakGrafis· 2021

Quix Primary Function: Identitas Merek

by Anja Zambelli Colak

Client: Zambelli Brand Design

A' Design Award Perak Winner in Grafis Category

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Verified Award Winner

Verify Award Status for #120357

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Colors

The Design

About Quix Primary Function: Identitas Merek

Quix mangrupa identitas merek pikeun mesin ngajual otomatis layanan mandiri anu nyayogikeun inuman panas jeung tiis ogé kadaharan hampang. Identitas ieu ngagunakeun warna, tékstur, jeung wangun anu dicokot tina budaya Italia, minangka pangajén ka jaman emas desain Italia. Kesan nu rada vintage ngingetkeun kana taun-taun Dolce Vita sarta ngahudangkeun budaya kopi Italia. Cangkir kopi jeung poster dicitak ku warna CMYK maké téknologi offset, ari mesin ngajualna dimerekan ku foil citak. Desain ieu ngarobah waktu ngopi anu singget jadi pangalaman visual anu tengtrem.

The Recognition

About the A' Design Award Perak

Quix Primary Function: Identitas Merek mangrupa juara A' Design Award Perak, pangakuan anu luar biasa bergengsi anu dipasihkeun ka desain kelas luhur, endah jeung matak kagum. Para juara Perak téh karya anu pohara cemerlang jeung pohara kréatif anu ngagambarkeun kaahlian, bakat jeung kapinteran para désainerna. Quix Primary Function: Identitas Merek diharepkeun jadi karya anu éndah, karya andalan anu pohara profésional jeung pohara inovatif. Desain juara A' Design Award Perak ieu mangrupa panemuan anu pohara kasohor jeung dikagumi anu mangpaat sarta ngamajukeun watesan seni, élmu, desain jeung téknologi. Quix Primary Function: Identitas Merek mangrupa kréasi anu pohara diirikeun anu ngahudang kahayang, ngabawa rasa positip, jeung ngahudangkeun rasa heran jeung kagum.

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.