The New Ritual

Culture is the sum of its rituals.

In times of uncertainty and rapidly accelerating progress, societal trends indicate that we are longing for a relaxed and tranquil approach to everyday life. We are looking for individual experiences that enable us to enjoy small moments of indulgence. We desire to enjoy with all senses. Products and services that cultivate an emotional relationship with us are the ones that touch us and bring about a strong sense of identity. They enable culturally meaningful routines – which become our new rituals.

The Challenge

Envisioning a holistic coffee experience that spans across digital and analog form factors

Core content

Ecosystem Design / Product Design / User Experience Design / Branding / Storytelling

Coffee Culture

Coffee and portafilter espresso machines are loyal life companions. The operation is an tangible process that aggregates various small interactions. The result is a rewarding moment of enjoyment and a personal accomplishment of craft and expertise. Drinking coffee is a social happening that is celebrated by many cultures. Coffee drinkers express this expertise precisely via their coffee drinking, not only giving proof of belonging to a particular culture, but also expressing their very own personality.

"Coffee is so much more to me than just a beverage. It's a synonym for excellent taste – an expression of relaxation and love of life."
Andrea
Coffee aficionada
THE NEW RITUAL
How can we design a choreography between the person and the machine that enables and supports the tactile coffee brewing ritual?
Opportunity Area 1
INDIVIDUAL TASTE
How can we enable an inexperienced as well as an experienced coffee drinker to enjoy their perfect cup of coffee?
Opportunity Area 2
SENSUAL & MINIMAL
How can we design a machine that is reduced down to its purest form, while also maximizing the emotional experience of coffee indulgence?
Opportunity Area 3
OUR APPROACH

At PHOENIX, our goal is to shape a better future and design innovative products and services for smarter living – user-centred, holistic, and brand-shaping. To uncover meaningful design opportunities, we need interplay and resonance with other humans. Therefore, we interviewed coffee enthusiasts, baristas, and experts from diverse backgrounds. A heterogeneous group that empowered us to come up with relevant ideas. Based on a detailed user journey analysis, ideation sessions, and design experiments, we created the coffee ecosystem nunc (Latin for "now").

CELEBRATING
Coffee brewing becomes effortless and inspiring – always focused on the special moments. Creating a genuinely individual taste for our users. We design the perfect dialogue between the user, the product, and the coffee.
Pure coffee indulgence. The ritual of coffee brewing as a rewarding moment in the daily routines. Precisely coordinated and matched.
Everything in its place. Creating coffee as professionally as possible, as if you were a barista in your favourite café. With well-thought-through details enabling intuitive handling during the preparation process.
Playful taste exploration: coffee beans, mill, machine and app parameters are perfectly adjusted. Find your perfect taste via the app – whether you are a coffee beginner or already an experienced coffee expert.
Stephan Thiemt
Senior Designer
"We understand digitalisation as a catalyst that maximizes the utilization of the unique skills we own as humans. The freedom and the new possibilities that come with supporting us to experience even more meaningful moments."
FASCINATING
We develop products that redefine coffee taste with technical precision. Always one step ahead. Smart brewing that fascinates in its simplicity and perfection. Reduced to the essential essence.
In lively context. We enable coffee enthusiasts to experience sensual moments, embedded in their daily routines and their natural habitat.
A harmonious couple. The plateau stages the precisely manufactured metal corpus and the vase-like glass container. The brewing unit with the integrated user interface is the main actor in this theatre-like scene, put in the centre of attention and action.
Sven Feustel
Principal Designer
"To understand what motivates and inspires people is essential. What supports them are cultural and ritualistic processes. Based on this insight, we can design processes and interactions with premium products so that they are embedded as motivating experiences – new rituals – into everyday life."
APPEALING
Coffee should be enjoyed in its purest form. We support our users in experiencing sensual taste moments – embedded in their everyday life. Indulging them with sensory experiences.
APPEALING
Coffee should be enjoyed in its purest form. We support our users in experiencing sensual taste moments – embedded in their everyday life. Indulging them with sensory experiences.
APPEALING
Coffee should be enjoyed in its purest form. We support our users in experiencing sensual taste moments – embedded in their everyday life. Indulging them with sensory experiences.
Enjoy and pause. The holistic design philosophy fosters a consistent dialogue with the ecosystem and users across all touchpoints. Consciously chosen materials and forms frame an honest, sustainable, and premium character without compromising intelligent functional details.
Sensual minimalism at its best. A vitreous curtain encloses the technology components and forms a perfect symbiosis with the living space. The elegant vessel preserves and, at the same time, presents an essential ingredient for flavourful coffee – pure water.
Your
New Coffee Ritual
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Explore the nunc. journey.

nunc.
Indulgence for all the senses.