How Did Bialetti Revolutionize The Pleasure Of Making Coffee?

How Did Bialetti Revolutionize The Pleasure Of Making Coffee? image

Bialetti is a well-known name around the world. For close to a century, the company behind the most famous kitchen tool has demonstrated the iconic nature of Italian design through special experiences in coffee making. The sweet aromas, magical flavors and colors of coffee from the Bialetti Mocha tell a story of a long-standing tradition of a close attention to detail by Italian designers in making functional objects. It speaks of passion, dedication, enthusiasm and reliability.

Bialetti is a hallmark of innovation and has revolutionized coffee making and evolved the coffee recipe to a whole new experience in the kitchen and for the people who live it.

Italian Emotional Approach To Product of Italian Design image

Italian Emotional Approach To Product of Italian Design

The History Of Bialetti

Named after its founder Alfonso Bialetti, the Bialetti Company was found in 1919 as an aluminium working workshop in Crusinallo in northern Italy. It would later change to a design studio named “Alfonso Bialetti & C. Fonderia in Conchiglia”.

In 1933 Alfonso conceived the brilliant idea that would change how people make coffee at home forever, the Moka Espresso. The Moka Esspreso did not enjoy much success in the market and had only around 70000 pieces sold to show for the duration of 1933 to 1938. Over the same period the company still maintained a labor force of six workers and so mass production never happened until Renato Bialetti, the son took over the company. The Moka would become a global icon and a symbol of Italian espresso.

Moka Espresso As A Design Icon

The Moka Express is an Art Deco design with a thin waist and an octagonal shape. It consists of a lower water container which is also the heating vessel, a coffee powder container, a rubber o-shaped gasket and an upper container for coffee with a lid and a handle. Its body is predominantly out of aluminium alloy and rubber and its design propelled the company to international competitiveness amongst coffee makers manufacturers world-wide within a short time.

The original model remained unchanged for over twenty years with only minor adjustments, retaining its distinguishing features and original shape overtime. In its hey days, the Moka Espresso permeated markets across Europe and beyond to become a household, name and eventually sold over 200 million pieces. In 1953 Renato attempted to re-invent the Moka in a bid to re-invigorate its appeal. He needed a symbol, a character that could become the testimonial of his company, a distinctive feature on his products. And so, the Little Man with Mustache was born.

How Did Bialetti Revolutionize The Pleasure Of Making Coffee? IMAGE

The Little Man With Mustache

Inspired by the figure of Renato Bialetti, Paul Campani, the designer of the Orsini of Novara studio, designed the little man with an elegant black suit and bow tie, hat, oval nose, black mustache, long neck and arms, the stylization of a true connoisseur of coffee.

The character of the little man with a moustache was an unprecedented success, appearing on TV with the famous “Oh yes, yes, yes… it seems easy to make a good coffee!” smash as the protagonist in comics for over 20 years.

Current Situation

Today Bialetti is a brand that stands tall as testimony of experience, quality and elegance in functional products that offer unique reliability in the kitchen. Whether it is in coffee espressos or cookware, Bialetti has cemented its place as an iconic Italian brand with a global acceptance.

References

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