Quix Primary Function: Pagkakakilanlan ng Tatak by Anja Zambelli Colak

Quix Primary Function: Pagkakakilanlan ng Tatak by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2021 A' Design Award na Pilak in Disenyo ng Grapika, Ilustrasyon at Biswal na Komunikasyon Competition Category.

PilakGrapika· 2021

Quix Primary Function: Pagkakakilanlan ng Tatak

by Anja Zambelli Colak

Client: Zambelli Brand Design

A' Design Award na Pilak Winner in Grapika Category

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Colors

The Design

About Quix Primary Function: Pagkakakilanlan ng Tatak

Ang Quix ay isang pagkakakilanlan ng tatak para sa mga self-service vending machine na nag-aalok ng mainit at malamig na inumin at mga meryenda. Gumagamit ang pagkakakilanlan ng mga kulay, texture at hugis na hango sa kulturang Italyano, bilang pagpupugay sa gintong panahon ng disenyong Italyano. Isang bahagyang vintage na apela ang nagpapaalaala sa mga taon ng Dolce Vita at nag-uudyok ng kulturang kape ng Italya. Ang mga tasa ng kape at poster ay naka-print sa mga kulay na CMYK gamit ang offset technology, samantalang ang mga vending machine ay may tatak na naka-print sa foil. Ang disenyo ay ginagawang isang mahinahong karanasang biswal ang isang mabilisang pahinga sa pag-inom ng kape.

The Recognition

About the A' Design Award na Pilak

Ang Quix Primary Function: Pagkakakilanlan ng Tatak ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Quix Primary Function: Pagkakakilanlan ng Tatak ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Quix Primary Function: Pagkakakilanlan ng Tatak ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

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.