Melitta Caffeo Barista

Aside from marketing a wide range of coffee and hot-beverage products, Melitta also develops and sells a complete line of domestic and professional coffee makers and accessories. Looking to replace its entire Caffeo product line, Melitta asked us not only to design the range of 3 machines, but also to help them develop a new Caffeo proposition.

Aside from marketing a wide range of coffee and hot-beverage products, Melitta also develops and sells a complete line of domestic and professional coffee makers and accessories. Looking to replace its entire Caffeo product line, Melitta asked us not only to design the range of 3 machines, but also to help them develop a new Caffeo proposition.

To ensure a maximum of innovative options for this highly competitive market, we custom-developed a collaborative process which took the project team from front-end insights, scoping and innovation workshops all the way to detailed design concepts. Within this framework, we researched and described the respective target groups, discovered unmet needs and helped Melitta define and validate corresponding featuresets for the new machines.

Our research revealed an increased customer need for individualization: coffee-drinkers told us that they expected a way to fine-tune each cup of coffee more carefully with the next generation of machines. Bringing-forward high-end brewing parameters such as acidity, brewing-temperature and coarseness of the ground coffee in a very intuitive and accessible manner was our design solution to this need. Our Caffeo marketing claim "The Barista for your Home" was also derived from these insights and summed up the product-promise.

Finally, we created a design look & feel deeply rooted in Melitta's core-values of "Coffee-Expertise and Trustworthyness" and designed the portfolio of 3 machines.

 

Project