Quix: A Nostalgic Nod to Italian Coffee Culture

Anja Zambelli Colak's Award-Winning Design Transports Consumers to the Golden Age of Italian Design

Quix was inspired by the juxtaposition of Italy's languid coffee culture and the need for a quick cup of coffee. The design weaves Italian values into its visual identity with colors and textures that pay homage to the golden age of Italian design. Its vintage appeal evokes Italian charm with the aroma of premium coffee, reminding consumers that despite the fast pace, there's always time to take a break and enjoy life.

What sets Quix apart is its ability to capture the essence of Italian aesthetics and implement them on a smaller scale - vending machines. The design nods to the Dolce Vita years with a slightly vintage appeal that transports the consumer to a more relaxed space. Coffee cups and posters were printed using CMYK color and offset technology, while vending machines are branded using printed foils.

The project started in January 2020 and finished in August 2020 in Rijeka, Croatia. Workshops were conducted to set up a brand strategy, define brand essence and philosophy, expected brand experience, brand personality and character definition, brand target groups, and market positioning. The personality defined – Quix is an elegant, clever friend and assistant inspired by Italian aesthetics. Thorough research of the history of Italian graphic design was conducted before concept development. Design prototyping tested the identity at every brand touchpoint.

Despite challenges such as a market oversaturated with coffee products and quality not being a competitive advantage in vending machine products, Quix has managed to stand out. The design needed to appeal to a wide range of consumers – from university students to blue-collar workers and office staff, all while keeping in mind a low budget due to the low price point. Yet, Quix has successfully overcome these challenges, creating a unique visual experience that immediately transports the consumer to a different time and place evoking Italian coffee culture.

Quix’s branding was created by choosing colors, textures, and forms from Italian culture paying homage to the golden age of Italian design and the giants that defined it. As the consumer approaches to purchase a cup of coffee, the branding creates a unique visual experience in the space transporting the consumer to a different time and place evoking Italian coffee culture. Capturing the essence of Italian aesthetics Quix branding implements them on a small scale - from a cup of coffee to a vending machine.

Quix's unique design and commitment to quality have not gone unnoticed. It was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2021. This award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.