Coffee Machine Nyckelvisuella affischer by Edward Lu

Coffee Machine Nyckelvisuella affischer by Edward Lu is a highly esteemed winner of the very prestigious 2026 A' Design Award i Järn in Grafik-, Illustrations- och Visuell Kommunikationsdesign Competition Category.

JärnGrafik· 2026

Coffee Machine Nyckelvisuella affischer

by Edward Lu

Client: Lumine

A' Design Award i Järn 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 Nyckelvisuella affischer

Coffee Machine är en uppsättning nyckelvisuella affischer skapade för en serie kaffebryggare. Affischerna rör sig bort från de avslappnade livsstilsbilder som är vanliga i marknadsföring av kaffebryggare och fokuserar istället på ett långvarigt arv och tysk ingenjörskonst. En ljusstråle förbinder det förflutna med nutiden i varje scen. Fyra produktserier har fått fyra teman: industriella komponenter, teknologiska innovationer, globala landmärken och ingenjörsmässiga underverk. Kugghjul, kretschip, miniatyrarkitektur och kosmiska planeter fungerar som visuella metaforer. Scenerna byggdes och renderades i 3D-programvara.

The Recognition

About the A' Design Award i Järn

Coffee Machine Nyckelvisuella affischer är vinnare av A' Design Award i Järn, ett prestigefyllt erkännande som tilldelas bra designverk som uppfyller de professionella och industriella krav som förväntas av välgjorda skapelser. Järnvinnare visar stor skicklighet, hög specialisering, expertförståelse och skaparnas kreativa förmåga. Coffee Machine Nyckelvisuella affischer förväntas vara en högt skattad, beundrad och älskad skapelse som är praktisk och innovativ. Detta vinnande verk i A' Design Award i Järn integrerar branschens bästa praxis och har kompetenta tekniska egenskaper kopplade till kunnande och talang. Coffee Machine Nyckelvisuella affischer respekteras för sin grundlighet och är utformat för att åstadkomma förbättringar av livskvaliteten som hjälper till att göra världen till en bättre plats.

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