Success Story.
12 years milestone-designs for the automatic espresso centers by both brands Siemens and Bosch.
The first decade of our design work – from around 2000 to 2012 – was characterized by intensive work for Bosch und Siemens Haugeräte. We developed the milestone designs in the highly competitive business field of fully automatic coffee machines for both brands SIEMENS and BOSCH. Our task was to develop and implement the brand-specific design DNA as well as to find the optimal balance between the design independence of both brands and an intelligent reduction of the number of parts. The picture shows the EQ.8 launched in 2013.
It all started with the first fully automatic espresso machine series, SIEMENS TK-6 and BOSCH TCA-6. In the development years 2001/02, we laid the foundation for the design DNA of many generations of further milestone designs. The challenge was to develop a brand-specific design language that clearly differentiates the two brands from each other while at the same time using largely identical components. Both products achieved a very high level of market awareness. After their launch in 2003, they were successfully sold far beyond their intended life cycle. Both products received the reddot design award in the product design category.
In 2006, the mid-price series SIEMENS TK-5 / BOSCH TCA-5 came onto the market, which was based on the design DNA of our original TK6 design.
We also developed a mid-high (illustration) and a mid-low version. Among other aspects the task was to differentiate the two brand images with minimal cost. We implemented the already established, prominent circular shape for Siemens with an attachable plastic cover and at the lowest possible cost.
For the next generation of milestone designs we were asked to particularly focus on the upcoming trend of preparing white coffees with very tall glasses. The components structure at that time didn’t allow a sufficiently high adjustment of the coffee outlet-unit. We invented the foldable outlet and two platforms – one with built-in cappucinatore and big space for latte coffees. The Bosch “Verobar” and Siemens “EQ.7” – series have been launched in 2008 / 09. Both products have been awarded with the iF design award, The Siemens EQ.7 also won the reddot product-design award in 2009.
In 2013 our design-relaunch Bosch Veroselection and Siemens EQ.8 have been introduced to the market. We designed an universal housing and two individual front-units completely out of metal.
