Quix Primary Function: Ҳувияти бренд by Anja Zambelli Colak

Quix Primary Function: Ҳувияти бренд by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 Ҷоизаи нуқрагии A' Design Award in Дизайни графика, тасвирсозӣ ва иртиботи визуалӣ Competition Category.

НуқраГрафика· 2021

Quix Primary Function: Ҳувияти бренд

by Anja Zambelli Colak

Client: Zambelli Brand Design

Ҷоизаи нуқрагии A' Design Award Winner in Графика Category

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Verified Award Winner

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Colors

The Design

About Quix Primary Function: Ҳувияти бренд

Book Text: Quix ҳувияти брендест барои дастгоҳҳои худхизматрасонии фурӯши нӯшокиҳои гарму сард ва газакҳо. Ин ҳувият рангҳо, бофтҳо ва шаклҳоеро истифода мебарад, ки аз фарҳанги итолиёвӣ гирифта шудаанд ва ба асри тиллоии дизайни итолиёвӣ эҳтиром мегузоранд. Ҷаззобияти каме винтажӣ солҳои Dolce Vita-ро ба хотир меорад ва фарҳанги қаҳваи итолиёвиро зинда мегардонад. Пиёлаҳои қаҳва ва плакатҳо бо рангҳои CMYK бо технологияи офсет чоп карда мешаванд, дар ҳоле ки дастгоҳҳои фурӯш бо фолгаҳои чопшуда брендгузорӣ мешаванд. Ин дизайн танаффуси зудкоҳваро ба таҷрибаи ороми визуалӣ табдил медиҳад.

The Recognition

About the Ҷоизаи нуқрагии A' Design Award

Quix Primary Function: Ҳувияти бренд ғолиби Ҷоизаи нуқрагии A' Design Award аст, ки эътирофи фавқулодда обрӯманд буда, ба тарҳҳои сатҳи олӣ, зебо ва таъсирбахш дода мешавад. Ғолибони нуқра асарҳои бағоят дурахшон ва бениҳоят эҷодкоронаанд, ки таҷрибаи барҷаста, истеъдод ва зиракии тарроҳони худро нишон медиҳанд. Интизор меравад, ки Quix Primary Function: Ҳувияти бренд асари аҷоиб ва намунавӣ бошад, ки ба таври назаррас касбӣ ва амиқан навоваронаанд. Ин тарҳи ғолиби Ҷоизаи нуқрагии A' Design Award ихтирои хеле назаррас ва мавриди таҳсин аст, ки судманд аст ва ҳудуди санъат, илм, тарроҳӣ ва технологияро пеш мебарад. Quix Primary Function: Ҳувияти бренд офаридаест, ки бисёриҳо ба он ҳасад мебаранд ва хостаҳоро бедор мекунад, эҳсосоти мусбат меорад ва ҳайрат ва тааҷҷуб ба вуҷуд меорад.

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.