When VIEWSDESIGN first collaborated with Jura, the brand was known for household appliances, particularly irons. Today, Jura focuses on high-end fully automatic coffee machines and is one of Switzerland’s most valuable brands. Since our involvement nearly three decades ago, Jura’s sales have increased ten-fold – a testament to our success.
Jura commissioned VIEWSDESIGN to design a steam iron that communicated Swiss sturdiness. We refined its ergonomics, improved the handle, and added a visual cue for the extra-hot sole tip – features that aligned with Jura’s commitment to quality.
​As our partnership grew, VIEWSDESIGN played a key role in developing Jura’s range of coffee machines, focusing on ease of maintenance, longevity, and serviceability – all essential to building trust with Jura’s customers.
One innovation we introduced was the symmetrical build of the coffee machine – one side for the coffee and mill, the other for the water container and filters. We also added an LED spotlight that illuminates the coffee cup as it fills, enhancing the ambiance and possibly aiding digestion by stimulating digestive enzymes.
Working closely with Jura’s R&D team, we designed intuitive interfaces with clear pictograms to guide users – ensuring ease of use across diverse international markets. This user-friendly approach helped strengthen Jura’s global presence.
To further extend the brand, VIEWSDESIGN also designed matching coffee cups and whimsical Jura-branded truffle chocolates.
