KRUPS was about to introduce a whole new line of breakfast appliances to the US market. It wouldn't be easy – the market had become increasingly crowded. Most people recalled KRUPS' coffee machines, but little else.

Consumers felt that KRUPS was very German: respectable, precise, technical, sleek. But it was lacking in the one thing many of the millennial foodies and coffee connoisseurs were looking for: Emotion. How do we turn that German attention to detail into passion? What if that attention to detail showed others just how much you cared? Carefully considered details that delight. And, delighting the ones you love. A duality that became a consistent visual theme in the work. We asked consumers to choose a company that truly Delights in the Details. The one that, just like you, takes that extra little step to bring others pleasure.
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