Single-serve espresso systems are storming the marketplace. From Nespresso to Keurig to Starbucks, the entire coffee universe seems suddenly focused on these capsules, in one form or another. The new machines often do brew good coffee, and the systems are certainly clean and simple. Singolo, a newish niche player on this scene, brings an Italian-designed espresso machine that’s easy to use and super convenient.
But great coffee is all about a moment to yourself, and taste is everything. From a consumer perspective, was always going to be about the quality of the coffee – without that, convenience, industrial design, and value mean little. So this was a fascinating challenge. We had to create an identity for this category newcomer product that appealed to the senses – but that still felt progressive, modern, and intelligently designed.
Convenience is not often sexy. Dark, rich coffee is. Even though convenience – and to some degree value – was why this product was coming to market, it probably wasn’t the primary reason people would choose it.
Our solution was to present the beautiful, modern, Italian-designed machine very simply. A shadowy, almost velvety palette highlighted the contours of the machine’s design. Everything was drawn from the real colours occurring in coffee. After all, the coffee is king. And real coffee drinkers absorb their senses pretty deeply in that experience.
So the lead story for Singolo was all about a quality coffee experience, pared down to the essentials. The aesthetic reflected this refined simplicity. And the language we used to describe it was equally bold and almost Zen-like. “Taste Matters” was the almost confrontational tagline. It sealed off the sense of bold confidence nicely.