Terra Kaffe Launches Compact ‘Demi’ Espresso Machine,Targeting Convenience-Focused Coffee Consumers
SAN FRANCISCO,CA – August 8,2024 – Terra Kaffe,the direct-to-consumer coffee tech company,today announced the release of its new ‘Demi’ espresso machine. the launch addresses a growing consumer demand for high-quality, European-style espresso at home, coupled with the ease-of-use previously dominated by pod-based systems. This move positions Terra Kaffe to capitalize on shifting preferences in the $4.7 billion US espresso machine market (Statista, 2024).
Terra Kaffe,founded in 2019 by fahim Dilmaghani,has quickly gained recognition for its premium,bean-to-cup espresso machines. However, the company recognized a gap in the market – a desire for quality and simplicity. The Demi is designed to bridge that divide, offering a more accessible entry point into the terra Kaffe ecosystem without sacrificing the brand’s commitment to quality.
“We’re seeing the out-of-home trends where the consumer demands have changed, but the in-home optionality has not,” explains Dilmaghani. Internal research conducted by Terra Kaffe revealed that nearly half of its existing customers previously used pod-based systems, highlighting the importance of convenience. “we have the person that loves to tweak and toggle…and then the person who just needs this to be easy…this little magical moment where I press this button and it creates the whole drink for me.”
This insight drove the development of the Demi, a smaller, more streamlined version of Terra Kaffe’s existing models. Dilmaghani envisions Terra Kaffe as a cultural connector.”I see us as a bridge between Europe and the US-a bridge between old and new,” he says. “We bring that old world quality and consideration into a new world momentum and cadence of life.” The company sources components from Italy and Switzerland,emphasizing its commitment to European craftsmanship.
Beyond Convenience: A design Beliefs of “Quiet Confidence”
The Demi’s design wasn’t simply about shrinking an existing product. Terra Kaffe partnered with Ammunition group, a San Francisco-based industrial design firm led by Vice President of Industrial Design, Christopher Kuh, to create a machine that felt both premium and integrated into the home environment.
“Do you want the design to be defining the space or integrating seamlessly into the space?” Kuh posed as the foundational question for the project. Ammunition Group, known for its work with Beats by Dre and Square, deliberately sought to differentiate the Demi from the established aesthetic of Italian-designed espresso machines. “We’re always excited to challenge an existing category,” Kuh stated. “To a good extent…we bring an entirely different approach to what precision and professional appeal for a coffee machine actually means.”
The design team focused on meticulous detail, ensuring every element – from the hinges to the control knob – felt flawlessly engineered. The Demi’s geometry is designed to be visually appealing from any angle, fitting seamlessly into diverse kitchen layouts.
Key design elements were retained from Terra Kaffe’s existing line, including “the rectangular monolithic posture of the main body, the left-aligned dispense head, the control knob on the upper right corner, and then the full-width drip tray,” according to Kuh. These consistent features maintain brand recognition and a sense of family across the product range.
The team intentionally aimed for a “quiet confidence” in the design – understated elegance rather than ostentatious display. “A calmness,” Kuh described. “An overall clean silhouette, not being overly busy with details.” The Demi is currently available in two finishes: ‘Slate’ and ‘Cloud’.
Dilmaghani believes the products people choose for their countertops reflect their personal values. “The things you have on your countertop say something about who you are as a person,” he asserts, positioning Terra Kaffe as a brand that understands and caters to this self-expression.
Pricing and Availability:
the Terra Kaffe Demi is available for purchase starting today at https://terrakaffe.com/ with a starting price of $399.Sources:
Statista. (2024). Espresso Machine Market in the U.S. https://www.statista.com/statistics/248999/espresso-machine-market-size-in-the-us/
Terra Kaffe Website: https://terrakaffe.com/
* Ammunition Group website: [https://ammunitiongroup.com/](https://ammunitiongroup.com