Coffee as a glamorous experience
Ever more beautiful, to draw customers into the multi-sensorial, increasingly exquisite and experience that coffee-tasting now is. The machinery, but also the packaging and the logos of companies all play a part and it is no coincidence that contributions from designers and artists are now being requested.
Andreea Postolache, marketing manager & northwest regional sales manager says: “Julius Meinl has always collaborated with artists from various backgrounds. The first logo was created by artist Josef Binder in 1924. It symbolised the link between the origin of coffee and the Vienna of the Baroque period under Turkish domination . This logo has gone on to acquire iconic status and is the very symbol of Viennese café culture. In 2004 il designer Matteo Thun reinterpreted the logo, reinforcing the Baroque features. Inspired by the fez and its shape, he redesigned the iconic line of cups. And beyond the world of design and graphic arts, Julius Meinl has collaborated with singer-songwriters like J.P. Cooper and Tom Odell, who were the ambassadors of poetry for the global ‘Pay with a Poem’ initiative on World Poetry Day.”
La Marzocco also has plenty to say on the subject of design: “Since 1927, we have always thought of our machines as designer machines, by which we mean not just the aesthetics of the equipment, but also the enhancement of its functional and ergonomic features,” says marketing manager Chris Salierno. “Simplicity and ease of use by staff are key elements. Our motto ‘Form Meets Function’ and the ‘handmade-in-Florence’ machine is designed to get the best espresso coffee extraction and is also intended as a tribute to the considerable work that goes on behind the scenes on coffee’s long journey coffee ‘from bean to cup’. It is an instrument that models an experience and reinforces the sense of hospitality, enabling the barista to prepare the ideal beverage and, at the same time, interact with the public.”
La Marzocco’s Modbar – its high-end modular brewing line – is also big on design: “It started out as an alternative product with a big aesthetic and design impact that strengthens the philosophy of relating to the customer. It is a beautiful, technically advanced machine, conceived to offer a unique coffee break and encourage creativity even outside the traditional café environment: from quality pastry shops and ice-cream parlours to interior design studios.”
Gideon Duvall of Duvall Espresso says: “We all taste with our eyes: that’s an unavoidable part of the human experience. In the coffee business we sell pleasure. Customers do not need coffee to survive but rather they consume it to enhance their lives. Thus, the goal of every part of the coffee industry from the farm to the roaster, from the equipment manufacturer and store owner to the barista should be to maximize the pleasure of the customer experiences in all five senses. Sight is the one of the most important as it is the first sense customers experience when they interact with coffee. Whether it is picking up a bag of coffee at the grocery store, seeing the coffee shop sign from across the street or watching the waiter walk into the room to serve a coffee, the customer's first experience with coffee is most frequently visual. Design plays a key role in ensuring that the customer's first sensory experience with coffee enhances the other senses, maximizing the pleasure a customer derives from coffee.”