Philips’ new SENSEO® offers a fresh ‘Twist’ on the original design while staying true to the iconic brand

After a decade of iconic design, SENSEO® has reached a milestone in its brand journey with the launch of the SENSEO® Twist, accompanied with a new logo and packaging. The bold, modern design of the new SENSEO® incorporates innovative technology to bring improved features and taste. The new logo and clean, distinctive packaging aims to create a stronger brand presence for SENSEO®.

The SENSEO® Twist is designed to meet the needs of the evolving coffee culture that prizes the freshest brew, and in an age where personal style extends into interiors. Its fresh, modern look appeals to a new generation of young design-savvy coffee lovers while the familiarity of the system and intuitive design associated with Philips remain unchanged. Beyond just being an appliance, the Twist offers the possibility to create a SENSEO® environment in the kitchen.

Contemporary, playful design
The new design combines a clean aesthetic with a bold playfulness, while referencing the recognizable circularity of the original SENSEO®. Simple lines express a modern feel and the use of colors introduces a new playfulness to the brand.

Existing features have been improved for convenience and compactness, making the new SENSEO® even more user-friendly. The characteristic opening system remains, only now the lever is integrated into the lid and emphasized with a scoop, vividly highlighted with an accent color. The new-look spout, that gives the Twist its characteristic profile, retains its height adjustability and is now entirely detachable. 

Easy to use and easy to clean
The base has evolved into a tray system that supports the entire appliance. Its elliptical form suggests a playful elegance, and the curving sides with matching accent color disappear into the base. The drip tray can now be removed whole to prevent drips and mess. Both the spout and tray can be dismantled for easy cleaning and are dishwasher-proof.

Now separated as an independent unit, the water container has been moved closer to the front of the appliance. With more transparency, the new container makes it easier to monitor water levels. Coffee lovers can enjoy 6-8 cups with each fill. For the higher range models, an integrated Brita water filter enhances the coffee aroma.

Intuitive and personal technology
SENSEO® Twist uses innovative technology to create a more intuitive and personal coffee-brewing experience. A smart touch panel integrated into the tray clearly guides users through the process. Coffee strength and intensity can now be selected according to individual taste. The new strength setting offers the choice of short strong or mild long. A Personal Coffee Memory, available with the higher range models, allows a specific strength to be programmed and remembered each time. To save time, the new Direct Start feature allows settings to be chosen while the water is boiling, once boiled the coffee is immediately poured into the cup(s). In addition the brewing cycle can be paused at any point in case of interruptions. After 15 minutes, the Twist will go into standby mode.

Bold shades and luminous metallics
Available in white, dark and metallic finishes, there’s a Twist to suit diverse personalities and kitchen interiors. The white models are paired with fresh shades of Lime Yellow, Fizzling Fuchsia or Misty Dawn, dark blue is combined with Mystic Purple and metallic finishes see Caribbean Blue coupled with oyster silver and Chinese Fire with Platinum. With further focus on detail, the surface of the body is textured, graduating from matte to gloss to create a tactile and visual surprise.

14 August 2012