My Music Coffee, Caffè Moak’s serving project, was included in the ADI Design Index 2016, prestigious annual publication by ADI (Association for Industrial Design), which collects the best Italian design put into production. The Moak project, chosen among 900 candidacies and included in the category of Food Design, will compete for the next Golden Compass edition (in 2018), the oldest and most-renowned Design award worldwide. Born in 1954 from an idea by Gio Ponti, it used to be organized by the Rinascente department stores for many years, with a view to highlight value and quality of Italian design products, in the early days at that time. Afterwards, it was given to ADI, which has been curating the organization since 1964. My Music Coffee, thought and designed by for[me]moak – Caffè Moak in-house advertising agency – was launched on the market in 2015. It is a line of six coffee blends, produced in 3 formats (capsule*, fap* and pad), each represented by a group of music instruments (wind, string, percussion). Every coffee corresponds to a music genre that is connected to a pantone colour and a song by a selection of six emerging Italian bands chosen by Paola Maugeri from Radio Virgin. Each coffee package has a dynamic QR-Code reproducing the piece of the chosen artist. Starting point for this project has been a study by the English psychologist Charles Spence from Oxford University showing that sounds enhance or change flavours of food and beverages. “Coffee – this the motivation of the experts of the Permanent Design Observatory – acts like an element of a social multisensory interaction process”. My Music Coffee packages were presented last October during an exhibition held in Palazzo Giureconsulti in Milan, and afterwards in the Sala Appia of the Ex Cartiera Latina (former paper factory) in Rome.
Vincenzo Castellana, member of the national ADI department and of the “food design” commission explains: “Having a good product is not enough to be active on the market and to be seen and identified by the consumer; an advertising agency has to be able to build a soul by highlighting those values that characterize the company. This is precisely what Moak did with the project My Music Coffee, and thus obtained a nomination for the Golden Compass, an important award that offers companies a high proportion of tangible and intangible value”.
According to Gianni di Matteo, president of ADI Sicilia, the addition of Moak within the ADI Design Index represents a great goal for our region: “The project My Music Coffee – he explains – meets users’ needs through an entirely sensory interaction. It aims at turning the experience of tasting a good coffee even more pleasant by enriching the scenario of services related to the consumption of food”.
“We are proud and very enthusiastic – says Annalisa Spadola, Marketing director of the Moak Group – we’ve been chosen for the publication on ADI Design Index 2016. We firmly believe that values of research and innovation are not only connected with selection and production process of raw materials, but also with the ability to communicate a product with a different language that is able to arouse the end consumer’s emotion and appeal. In fact, with My Music Coffee, we searched for unique blends that would give off aromas and scents matching up with the sensory perception you feel when listening to the music notes you love most”. In 2017, thanks to the new Moak advert campaign with coloured coffee pots and the 6 music genres, My Music Coffee will also arrive at the ho.re.ca market. If it is true that there’s no party without music, this can only be one of the ways the company will celebrate its 50th anniversary.
