Design Brief
| Published in Papers
Senseo: “Experience the Revolution”
Senseo products promise “gourmet coffee everytime, anytime” with their single-serving, patented coffee pod system. This innovation, a technology developed by Phillips electronics and Douwe Egberts coffee roasters, has eliminated the need for coffee filters and grounds. Instead, coffee is brewed from pods, “specifically-designed, pre-measured servings of coffee” that promise to deliver a “full, smooth taste and aroma.”
Senseo products compete in the gourmet single-serving coffee machine market, and, likely, with gourmet coffee outlets like Starbucks. The following shall analyze the Senseo brand image with respect to its corporate vision, in addition to the characteristics of Senseo products with respect to their position in the marketplace.
BRAND COMMUNICATION AND MEANS
Senseo systems are striking and organic. The means by which these characteristics are communicated are through the structural design of the coffee makers. Specifically, Senseo breaks from the tradition that a coffee maker must stand upright. The curved spines of the devices distinguishes them from any other one might find in a typical kitchen setting. One might also argue that the products exhibit retro elements. For example, the base is hefty and the plate features several ridges, not unlike those of stoves or burners of decades past. The materials also project a certain retro sensibility. The marriage of retro elements and modern brewing technology distinguish Senseo products as appealing and approachable, consistent with the goal to deliver a gourmet coffee experience at home.
STRATEGY RELATIVE TO COMPETITION
Senseo products are clearly distinguished from the competition with regard to their visual elements and technology. Competitive single-serving machines (exhibits following) adhere to more traditional (upright) standards, continue to rely on the processing of common coffee grounds, and generally appear more rigid and geometric than those offered by Senseo. Many utilize similar materials, but most adhere to a consistent (silver or black and silver) color scheme. Some models may be considered more contemporary or daring in their simplicity, but none of them challenge the physical properties of brewing coffee on the level of those by Senseo.
FEATURES THAT DIFFERENTIATE THE PRODUCT
As previously described, the most distinguishing characteristics of Senseo single-serving coffee machines are their curved spines and striking profiles. Despite the break in structural design from the upright tradition, the machines also possess an equivalent heft and appearance of strength. Senseo products also feature several spouts from which coffee is poured, unlike most other machines on the market that feature a single drip. The coffee pods also differentiate Senseo products for their convenience and projected ease of use.
RE-DESIGN OR IMPROVEMENTS
Senseo single-serving coffee machines are sure to stand out in nearly anyone’s kitchen. There are few appliances on the market a similar, bold approach to design and function. However, it might be interesting if Senseo were to push the envelope further and develop a more extreme and unexpected “bent over” shape. Senseo designers might also consider experimenting further with materials, an area where they have not significantly broken from tradition. What would a clear or tinted plastic coffee machine look like? Would it be interesting to be able to see more of the brewing process? What other materials could intrigue? There may be great potential to expand the boundaries of the product to an exhibit of coffee brewing and conversation piece.
– Developed as part of a Design and Marketing course, University of Michigan.