With consumers desiring more specialised coffees, SaraLee/Douwe Egberts and VanBerlo developed the ‘Cafitesse’ system and allowed SaraLee to command a large non-domestic market share. With a comprehensive analysis of the coffee market those features that signify ‘a quality, sophisticated coffee making’ image were identified (colour, material, design details). Based on this research, Van Berlo designed the Douwe Egberts coffee icon.
Ease of use of the Cafitesse system is guaranteed due to the clever repositioning of the control panel. Its curved shape, which envelops the latest technology, gives it a friendly appeal. The stainless steel finish on areas that need frequent cleaning give a crisp, hygienic and professional look to the product. The ‘steam outlets’ still remind of the traditional image of the espresso machine, giving the Cafitesse an extremely broad appeal.
A fully reworked line up of the Cafitesse machines was launched in Spring 2009 as the Experience line. VanBerlo reworked the colours, graphics and controls to create a top quality product, which serves to further enhance and actualise the coffee experience.
