Icon of the Kitchen

Design Challenge: The world’s leading manufacturer of fully automatic coffee making machines for home use, Saeco, partnered with DesignworksUSA to revise the look of its entire product portfolio.

Design Solution: A design statement that expresses Saeco’s passion for coffee. Elegant contour lines symbolize the flow of coffee to create unmistakable brand continuity. The ritual of coffee preparation and enjoyment is reflected in the appearance of three new product lines: Primea, Talea and Odea. The high demands on each individual product have been translated into clearly differentiated and unique design language that has been honored by the internationally renowned red dot award for outstanding product design.

Primea’s identity was strengthened in all respects, including product architecture, gesture, color, materials, surfaces, operation and interface. With the Primea Cappuccino Touch Plus, the design created a new product perception with refined dynamic high-finish surfaces and contrasting colors. The two color tone and the animated enclosing surfaces encompassing the round control elements in the middle of the machine are prominent design features to draw attention to Saeco’s jewel-like brewing system button. The improved location and coding of components provides a good handling experience, while the user-friendly interface customizes a broad range of coffee specialties with just one touch. A true lifestyle product, these coffee makers enhance the pleasure and convenience of brewing a superior cup of coffee at home.