When Bosch wanted to produce their own espresso maker, they leveraged both their in-house design team and Munich-based ID firm Fluid. The result was this Tassimo concept:

The Challenge

Develop an iconic range of espresso maker concepts for the Tassimo system that serves as a strong and inspiring foundation for the Bosch in-house team for further development.

The Solution

The selected concept Tassimo Finesse captures the ritual of coffee culture in the context of entry-level coffee machines. In this product range, design character and the expression of coffee pleasure are key purchase drivers.

Creating a vision & narrative for in-home coffee experiences

In close collaboration with the Bosch in-house design team, we created an exciting range of coffee machine concepts targeting the entry-level market with both, contextual desirability and feasibility at their core.

The overall archetype, gestures and character of the selected concept Tassimo Finesse were maintained from concept stage all the way to the marketed product.

The first step towards a more mature Tassimo brand expression

Tassimo Finesse celebrates coffee heritage and the daily ritual we build around this beverage. The architectural design expresses culture, elegance and tradition while modern and soft details promise approachability, wittiness and joy.

The proud brewing head is elevated and becomes an iconic design element, showcasing both, coffee quality and ease of use without losing the Tassimo charisma. The strong gesture of the machine displays a serving gesture, ready to accommodate the user's needs.

The Story of a great partnership

The Tassimo Finesse project serves as a perfect example of the closely-knit partnership between FLUID and the in-house teams at Bosch Home Appliances - a partnership in which we share and discuss early ideas, sketches and first product narratives, develop detailed CAD models, support each other during consumer tests and collaborate closely during design refinement.

Powerful synergy effects

For many years now, we have worked closely with the Bosch Home Appliances in-house team - on numerous projects ranging from industrial design to user interface design, user experience design, and strategic design. Over these years we have developed a deep understanding of each other and now benefit from a strong synergy between projects.

You can see more of Fluid's work here.