Unique, holistic, and sophisticated: Strategic partnership helps manufacturer of fully automatic coffee machines acquire a new design identity and win a red dot product design award 2007.
Munich. Coffee is booming. Whether "to go" or enjoyed within an exclusive atmosphere, the pleasure of drinking this stimulating hot beverage is becoming more and more popular. This new-found lust for coffee is also increasingly wetting people's appetite for exceptional products. This significance is underlined by the Saeco company's latest product statement. In collaboration with BMW Group DesignworksUSA's Munich studio, the leading manufacturer of fully automatic coffee machines for domestic use has revised the look of its entire product portfolio. The brand's passion for coffee making is reflected in the appearance of the three new product lines: Primea, Talea, and Odea. The high demands made on each individual product have been translated into a clearly differentiated and unique design language. The integrated approach to the product experience and the high quality of design have now also been honored by the internationally renowned red dot award for outstanding product design. The new model Saeco Talea Touch has been presented with the red dot design award 2007.
The coveted award for one of the first products boasting the new design underlines the success of the joint collaboration between Saeco and BMW Group DesignworksUSA. In order to unfold its entire brand potential, the Italian premium manufacturer has opted for a comprehensive reorientation in the design of its automatic coffee machines, and has chosen a partner offering competence in design strategy, product design, interface design as well as colour and material design. Experts at BMW Group DesignworksUSA were deeply involved in the entire product development process in order to utilize the new design language in asserting the qualities of the newly developed automatic coffee machines and the fundamental values of the Saeco brand.
BMW Group DesignworksUSA: Multifaceted competence.
The global design consultancy and BMW Group subsidiary with studios in Munich, Los Angeles and Singapore, partners with a number of leading organizations, in the field of IT and consumer electronics, lifestyle and sport as well as in the yacht and aviation industry. Unique to BMW Group DesignworksUSA, they have both an automotive and industrial design studio, enabling the transfer of collective knowledge and inspiration from automotive design to product design and vice versa.
Thanks to the multifaceted experience of BMW Group DesignworksUSA, it was possible to fulfill the high demands expected of an integral and premium quality brand identity for the Saeco company. The basis of the close and extensive cooperation was a mutual approach in strengthening design as a crucial instrument in achieving Saeco's corporate goals. During a process lasting several years, an integral and sophisticated design language was developed for use on all new product lines.
A harmonious combination of design and technology.
The complex and far-reaching concept required that the various aspects of reorientation were brought together. During intense consultation and coordination the project's objectives were determined, derived from the brand, and geared towards each target group. The harmonious interplay between technology and design was a very special challenge. The objective of Saeco's project demanded the strengthening of the product identity in all respects: including product architecture, gesture, color, material, surfaces, operation and interface.
Coffee drinking as an experience:
This demand on automatic coffee machines was implemented with respect to quality, functionality, and polarization. A high degree of individuality, emotion, and easy-to-operate technology are characteristics of the three new product lines Primea, Talea, and Odea by Saeco. They put on a convincing show with the superior presentation of a new generation of fully automatic coffee machines. Even the brewing of a simple espresso with a Saeco automatic coffee machine does full justice to today's demands on hospitality and ambience.
Let it flow:
The contour lines symbolize the flow of coffee. With this unmistakable design theme Saeco wishes to express its passion for coffee making and the unique positioning of the product. The prominent two color tone and the animated enclosing surfaces encompassing the round control elements in the middle of each coffee machine are a supplementary and prominent design feature.
Convenience of operation right from the word go:
The interface concept combines the advantages of direct operation, direct selection of a desired type of coffee, with extensive possibilities of individualization and different types of specialty coffee. Additional outstanding features of the new models are a clear, intuitive user interface and distinctive user semantics. Symbols and instructions are elegantly styled and easy to understand.
Striking appearance:
Thanks to the sophisticated design, the beholder perceives every one of the new generation of Saeco fully automatic coffee machines as a gem equally as beautiful as a sculpture. The interplay between the inner and outer housing creates a unique frontal view. High-finish surfaces, elegant flow of lines, refined details and high-quality execution characterize the new models' impressive appearance. Special features such as Saeco Brewing System (SBS) are accentuated by additional visual and technical highlights.
Three product lines, one brand identity.
Each of the model series Primea and Talea features four different versions with the Odea line comprising three variants. The design of all three lines of automatic coffee machines follows a consistent design language; its concise basic elements creating a brand identity. Consequently, each product is instantly recognizable as a Saeco coffee machine. The visual differentiation of the product lines corresponds with a model-specific orientation towards each customer group and its individual requirements.
Primea: The new generation of fully automatic coffee machines is spearheaded by the Primea Cappuccino line. It is the most exclusive product line, capable of brewing the most varied coffee and milk specialities at the push of a button. Optimized mixing is facilitated by the direct addition of milk from an integrated container. The outstanding character of this product line is reflected in its design by distinctive styling and exceptionally high-quality materials and contrasting colors.
Talea: Typical attributes of the Talea line are elaborate and subtle design as well as convenience of operation: including a touch-screen display for the model Talea Touch and a milk island, an additional milk frothing system. The design is recognizable through exclusive and distinctive styling and a well-balanced combination of colors.
Odea: The compact Odea line is both simple and dynamic. The Odea line's modern character excels through concise styling underlined by an eye-catching use of color.
Authentic design as the factor of success of premium brands.
With their commitment to the development of the new Saeco product identity, experts at BMW Group DesignworksUSA have once again given proof of their outstanding conceptual and creative know-how. This know-how is based on long-standing experience with premium products and leading brands. The cooperation with premium manufacturers from various industries places the highest demands on design quality. A design language is necessary to express the uniqueness of the brand and provide the customer with an exceptionally high-quality product. Therefore, the desires and needs of consumers are emphasised not only when designing a product, but also when developing design concepts and strategies. As a result of these capabilities, BMW Group DesignworksUSA provides its clients with valuable incentives for product conception, a factor of success in achieving corporate goals.
When designing the new line-up of automatic coffee machines by Saeco, both the growing design affinity of the target group and the technical characteristics of the products as well as the values of the brand were taken into consideration. Modern automatic coffee machines serve their users as a symbol of their lifestyle. They enrich everyday life not only in terms of functionality, but also through an eye-catching design. In this way coffee enjoyment and excellent design both blend together into an integral product experience.
The design language of the new Saeco automatic coffee machines is characterised by a close relationship with their product attributes. Flowing lines separate the inner housing from the protective casing and direct attention to the central elements situated one above the other; these being the coffee bean container, control unit and dispenser. The sight of the flow of coffee then becomes a magnificent experience, perceptible even when the machine is not in use. In this way the product is also making a brand statement. Focusing on the passion for coffee is an elementary part of Saeco's corporate philosophy. The design of the new automatic coffee machines immediately reflects this demand authentically and comprehensibly. The premium character of the products is not only based on individual elements but on the coherent overall concept.