Our goal was to change the perception of freshly roasted ground coffee among young people, moving from old-school to modern and desirable. We wanted to revitalize the category and attract a younger audience in an innovative way. The key focus was to provide added value to young people.

To tackle this challenge, we decided to invest in young Croatian designers during their education. We launched a design competition called “Moderna džezva” and encouraged 40 students of the first and second year of Design Studies at the Faculty of Architecture in Zagreb to design a new, modern cezve.

“Moderna džezva” was created within the Atlantic’s platform Velika scena, a regional web platform for the promotion of creativity and artistic innovation. The project brought together design students guided by dedicated mentors, and resulted in outstanding design solutions. The winning design for the official Barcaffè cezve was chosen, the second and third-placed designs were also awarded, as well as the prize for cezve design voted by the audience of Velika Scena.