设计师 Edward Lu 的作品 Coffee Machine 主视觉海报荣获了极具声望的 2026 A' Design Award 铁奖，竞赛类别为平面、插画与视觉传达设计。

铁平面· 2026

Coffee Machine 主视觉海报

设计师： Edward Lu

客户: Lumine

平面类别A' Design Award 铁奖获奖者

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关于 Coffee Machine 主视觉海报

《咖啡机》是为一系列咖啡机产品打造的主视觉海报。海报摒弃了咖啡机推广中常见的悠闲生活方式画面，转而聚焦品牌悠久的传承底蕴与德国精工制造。每个场景中，一束光线将过去与当下相连。四个产品系列对应四大主题：工业零部件、科技创新、全球地标与工程奇观。齿轮、电路芯片、微缩建筑与宇宙星球被用作视觉隐喻。所有场景均通过三维软件建模并渲染完成。

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关于A' Design Award 铁奖

Coffee Machine 主视觉海报是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Coffee Machine 主视觉海报将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Coffee Machine 主视觉海报因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

设计幕后

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: The original posters were designed at 3634px x 2045px, 72 dpi.
标签: Graphic Design, Key Visual, Advertisement Design, Poster
生产技术: The scene is built and rendered in 3D softwares including 3DS and Rhino, and refined in Photoshop.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project started in December 2024 and ended in April 2025.
操作流程: 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.
团队成员: Creative Director: Edward Lu
Planner: Penn Pan
Project Management: Cindy Li
3D Designers: Shihao Sun and Qi Qian