brewster pettus espresso tool kit -...

BREWSTER PETTUS - ESPRESSO TOOLKIT – CONFIDENTIAL – SMART DESIGN

BREWSTER PETTUS

ESPRESSO TOOL KIT


Introduction Product / system Impact – FrameworkField Research – Cafés, Homes, Retail stores…Research analysis - Step through, describing process, highlighting issues and opportunities. Key Take aways – Expert and UserConcept visions – 4 high level visionsConcept innovations- Function, Materials and AestheticsConclusion – Recap, Recommendations, and Next Steps

CONTENTS


Introduction

An espresso is a small, concentrated coffee beverage, 2.5 ounces or less for a double espresso, served in a demitasse cup. It has both a liquid and a foam element (crema). It is made on a specialized machine that forces hot water through finely ground coffee that has been compacted (tamped), the force of the water being spent in the coffee cake. It takes 20-30 seconds to percolate the water through the coffee cake (or "puck") which is held in a portafilter "coffee handle". It is judged by its appearance, aroma, mouth feel (body), flavor and aftertaste.


FIELD RESEARCH

OBSERVATIONAL AND FIELD RESEARCHBARCELONA AND NEW YORK

FORUM DEL CAFÉHOME USERSPROFESSIONAL USERS, BARRISTASCAFÉ VISITSDESIGN / GIFT STORE VISITSKITCHEN STORESCOMPETITORSSAMPLES

ADDITIONAL WEB SEARCH, INCLUDING BLOGS, VIDEO, IMAGE AND BACKGROUND INFORMATION EXTRACTION


CONSOLIDATED ESPRESSO PROCESS

A STEP BY STEP DESCRIPTION AND ANALYSIS OF THE ESPRESSO MAKING PROCESS, FROM SET UP TO CLEAN UP.

INTERGRATING INFORMATION GARNERED FROM OUR RESEARCHALLOWS US TO HIGHLIGHT KEY ISSUES AND EXTRACT AREAS FOR OPPORTUNITY.

Throughout the process a both home users and experts users are represented. Expert users allow up to understand the ‘proper’ way to execute along with their shortcuts and efficiency. As well as creating an aspirational, confident point of view. Amateur users highlight problems with home setups. And many people create on the go work-around solutions that can be a source of inspiration.


Step Through Process

COFFEE PREPARATIONEQUIPMENT

Issues/ opportunitiesspacelocating toolstimingcleaning equipmenthow/when the machine is readyvisibilitypositive or negative experience

Gather all necessary equipment. Power on. Load water, if necessary. Clean, Fix or repair if needed.

Wait a bit……



COFFEE PREPARATIONINGREDIENTS, BEANS AND STUFF

Issues/ opportunitiesopening the bagspillingspace on countertopthings located in different places

Gather Milk Sugar Spice etcLoad WaterGet the Beans ready for grinding



COFFEE MAKING GRIND BEANS

Set the grind level Place lid and activate grinder Smell the coffee Seal unused coffee

Issues/ opportunitieshow do you know how fine?Spillingopening/sealing the bagknowing the right amountcleaning the grinderscooping

Pour in beans



COFFEE MAKING SCOOPING INTO PORTAFILTER

Fill to appropriate level.

Issues/ opportunitieshow much – single/double?finding the scoopwhere does scoop livecleaningspilling

Locate scoop/ spoon Scoop coffee into Porto filter

Or position Portafilter under ground station and go Clack, clack.



COFFEE MAKING TAMPING

Having filled the Portafilter to edges

Give an initial press with the tamper

Press more firmly

Issues/ opportunitiesdescribing the importance educationright size tampersharp edgescorrect bowcorrect pressuregetting the loose stuff offholding the portafilter steadyright grip and feel

Clear away loose grains and check compactness.



COFFEE MAKING EXTRACTING SHOT

Issues/ opportunitiestime – when to stopfitting tightcleaningplacing the cupcorrect cup size

Locate Portafilter into machine, ensuring a tight fit

Place cup(s) under extraction head Activate the hot water

Allow extraction for the appropriate period



COFFEE MAKING TRANSFER SHOT

Issues/ opportunitieslocating the cupstabilitycontainer temperatureavoid spillingpouring, no burnt fingerswide opening, spoutcontainer storagecleaning

Receiving the shot Pour shot into destination vessel Grabbing/Transporting the shot glass



COFFEE MAKING EMPTY USED COFFEE FROM PORTAFILTER

Issues/ opportunitieswet or dry puckknock box locationother refuse optionsnoise, damagegetting it all outcleaningspeed – need to make next cupdon’t leave this too longRemove Portafilter from machine Position/open knock box

Tap firmly, several times

Rise portafilter (optional)



MILK PROCESSGETTING MILK

Issues/ opportunitiesquantity of milk neededwhere milk is keptwhat kind of milkhandling of frothertemperature of milksize of frothershape – opening sizespilling

Get MilkPour milk, from native vessel into Jug



MILK PROCESSFROTHING

Issues/ opportunitiesquantity of milktemperature desiredhow far to insert steam nozzleposition/angle of nozzlewhat kind of froth desiredcleaning nozzlesteam noise, tempraturehand protectionvisibility

Test nozzle for steam Offer angled jug up to nozzle

Turn on steam, keeping the end just below surface, slowly move jug

Turn off nozzle, remove jug, give steam a cleaning blast



MILK PROCESSMILK TRANSFER TO CUP

Issues/ opportunitiesspilling, pouringquantity of milk to transfermaintaining frothusing spoon to assist pourspout shapefrother handlingwhat to do with extra milk

Pour the foamy, hot milk into the cup (either before or after the espresso shot)Using a spoon hold back the larger bubbles, to get that Cappuccino effect.



ENJOY….

….with chocolate, biscotti, brandy, cigars….in the morning, after lunch……

Issues/ opportunitieswhat are good combinationstiming of accompanimentsrepeat orders (more please!)



CLEANING TOOLS

Issues/ opportunitieswhere are tools storedwhat are tools made ofdurability of toolscorrosionmicrowave/dishwasher safe?chemical resistanceconsumableskeeping tools together

Clean and dry the tools….



STORAGE

Issues/ opportunitieshow are tools stored permanentlyhow are tools stored temporarilytogether or separate?what are tools stored inwhere are tools storedwhen are they usedpreparation experienceease of access

Pack it all away……. wherever it goes…..


ADDITIONAL TAKE AWAYS

EXPERT USERS-cleaning while processing-SPACE crammed in, tools close at hand and visible, things were stacked high-looks chaotic, but is well tuned and organised-no spoon during milk transfer-foam, thick tight bubbles-milk is creamy (full fat) and kept at room temp - frothing density is controlled by sound, steam hitting milk-crema test, floating sugar density, sinks slow-blast cleaning of steam tube, each time-”I'm not a big cleaner” but surfaces were all clean, and brushes and sponge were abused.-Tamping not forced, intuitive, “not too hard, not too loose, I just feel it”-consistent type of coffee, grinding kept consistent-forces the coffee head onto and off the espresso machine-a lot of the process is non visual, sound, feel and smell- movements are natural and rhythmic, confident-ritualistic, ceremonial, with finishing touches (sugar, chocolate, cups, saucers, etc)-separate drinks space, bar away fro the food traffic


ADDITIONAL TAKE AWAYS

HOME USERS-not confident in frothing milk (believes this to be the most difficult part of making a good espresso, does not use the steam wand, instead microwaves the milk and then uses an electromechanical frother)- only checks the quality of the espresso when it is drunk (does not analyze the coffee as it leaves the portafilter (doesn’t check flow rate or color of flow)- knowing how to maintain the espresso machine- keeping the ‘espresso area’ clean in between making espresso’s (works mainly on the kitchen sink as it is made from stainless steel and will not stain- not spilling the ground coffee whilst transferring it from the grinder to the portafilter- maintaining machine in order to keep the quality of the espresso at a constant level- grinding the right amount of coffee beans so that there is no waste in relation to the amount of ground coffee made- creating the right mix of coffee beans in order to achieve the right mix according to personal taste- tamping the coffee correctly in order to get a ‘good’ espresso- finding a container for the spent coffee puck that is durable and can be ‘hit' with a decent force to remove the puck (doesn’t like to put it directly into the bin)- mainly concerned with the espresso itself, uses makeshift tools and wouldn’t buy specific tools although would appreciate a gift set of tools


TOOLS ANALYSIS

CORE, PERIPHERAL AND ENHANCING TOOLS

Issues/ opportunitiesNumber of itemsComplexityIntegration with systemUsefulness

CORE

PERIPHERAL

ADDITIONAL ENHANCERS


MATERIALS ANALYSIS

CORE AND PERIPHERAL MATERIALS

Issues/ opportunitiesCostManufacturingDurabilityChemical resistanceCORE

PERIPHERAL

Stainless Steel(Stamped and Machined)Ceramics/Melamine

Rubber

Plastics

Wood

Cast Metals

Fabrics

CopperGlass


DEVELOPING THE VISION

UNDERSTAND THE BUSINESS OPPORTUNITY

REFLECTION ON ALL THE KEY RESEARCH FINDINGS

BRAINSTORM AND SKETCH AROUND KEY OPPORTUNITY AREAS

CONSOLIDATE IDEAS INTO THEMES

MOLD THE IDEA GROUPS AND FLESH THEM OUT TO DISTINCT VISIONS


Concept Vision 1

DISCRETEImagine a beautiful wooden box with a Stainless steel lid and Interior, the Tools are pressed or machined S.S. with wood touch point details. The packaging and storage box could also be the knock box.The box is brought out from the bottom drawer to prepare the after dinner coffee.There is a watermark or stamp of authenticity that could be extrapolated out to logo, graphics and packaging.

TRADITIONAUTHENTICCLEANWARMCIGAR BOXDISTINGUISHED


Concept Vision 1

DISCRETE


Concept Vision 2

OPEN SPACEThe Tools have a vibrant fresh personality. Blending modern, easy to clean forms with noble materials like porcelain and Stainless with a touch of color. They are a point of pride and live out in the open for all to admire. Like on a tray or hanging on the wall. Right there for that double espresso shot every morning. A fresh ‘goodness is sealed in‘ approach could be used in the Packaging and the graphic concepts.

FRESH MODERNDYNAMICAPPROACHABLEHUMANEASY ACCESS


Concept Vision 2

OPEN SPACE


Concept Vision 3

INTEGRATEDA box that ‘hangs out’ with your Espresso machine, all the tools are close at hand but can be covered up quickly, before your brunch guests arrive.Materials that reflect and compliment the kitchen and espresso machines. Like Stainless, black bakelite, and touches of wood.3D Embossing in Steel and paper could set the tone graphically.

KITCHENINTERIORZONEHIDDEN IN PLAIN SIGHTAPPLIANCE


Concept Vision 3

INTEGRATED


Concept Vision 4

CEREMONY Like life, espresso is a journey, an art, a process. Like opening a gift, anticipation mounts when you unfold the layers to reveal the finely crafted toolset. The use of traditional hard coffee materials like stainless and ceramic is combined with softer flexible materials. Educational icons and descriptions could be built into the package itself. Graphic representations would celebrate the Art of coffee.

RITUALASPIRING EDUCATINGSOULFULPROCESS


Concept Vision 4

CEREMONY

brewster pettus espresso tool kit -...

Documents