New Designers 2011 - Top Five - No.2: Jennie Morley, Loughborough
Published 15 July 2011
Posted by Stephen Holmes
#2 Jennie Morley, Loughborough
Jennie Morley’s slick household consumer product designed to roast your own coffee beans at home - bringing benefits to the bean farmer and customisable coffee roasts for the consumer
Through roasting and grinding coffee with a Moulu machine the consumer is helping to support the brand’s drive for ethical trading. As Jennie will happily explain, the commercial market of the coffee business sees 41 per cent of revenue returned to the roaster and a further 50 per cent to the wholesaler.
Through the project’s business model and service approach the unroasted beans come under the Moulu brand, bypassing these intermediaries and in doing so reducing the price of coffee by up to 91 per cent. This saving enables a greater share being paid back to the farmer without the consumer having to pay a premium.
The idea is that the coffee is cheaper but also better quality - Coffee beans maintain optimum freshness for seven days after roasting, a period often exceeded through usual practises.
This is designed inside out to provide a user friendly system that simply provides the highest quality of in-home coffee in just 10 minutes, allowing bespoke blends and roasts, all for a cheaper price.
It’s a nice idea, but it’s also presented in a slick, consumer-friendly package that looks great and instantly ready for the kitchen counter top. Add to this that Jennie is endearingly confident about her work and was extremely keen to make sure we’d seen some more of it, all of which caught our eye (Jennie also did some work on last month’s DEVELOP3D cover product during a placement at SmallFry).
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Comments:
An interesting concept , bringing a concern for the world with a sleek design. Would consider buying if marketed. Could also be useful in a more commercial setting.
Posted by rosalyn young on 18 July 2011 at 06:19 PM
Love the overall idea of product, only thing I’m not too sure about is the aesthetics, does look similar to something you would find on an alien spacecraft containing an alien test tube subject.
Posted by Damien Rushden on 28 July 2011 at 12:44 PM
Great idea, how ever looks to medical rather than house hold.
Posted by Liam on 03 August 2011 at 09:04 AM
Totally agree with the two previous comments, the ideas great but as liam said “looks to medical rather than house hold”. In my expert opinion I would say although the aesthetics are “slick” and “sleek” as it has been described, it certainly doesnt suit the environment the product would be used in unless of course its going to be used within a medical research facility or a similar environment. I believe an entire rework of the aesthetics though would result in a successful product that would sell well.
Posted by Phillip Stuart-Bothwick on 22 August 2011 at 03:58 PM
Hmmmm…. Not too sure on this product to be honest.
Posted by Bill Smith on 26 August 2011 at 06:32 PM
Great idea and a very nice product.
Posted by Kevin Quigley on 15 July 2011 at 03:39 PM