# Coffee-Loving Jugs Softbrew is a New Kind of Brewing That Makes Your Cup of Joe Taste Great By Summer Luu | Published 2010-10-05 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/softbrew References: [core77](http://www.core77.com/blog/object_culture/softbrew_one_designers_coffee_obsession_17558.asp) & [sowden.co](http://www.sowden.co/) Softbrew is a pitcher that introduces a new way to [brew coffee](https://www.trendhunter.com/trends/italian-moka-coffee-pot) for maximum deliciousness. Designer George Sowden takes away the "violent acts" of coffee-brewing, including "forcing, pressing, steaming or burning the valuable coffee beans." This jug simply combines coffee and hot water in a [stainless steel cylinder](https://www.trendhunter.com/trends/aarke-coffee-press) with nearly microscopic holes, offering a [natural coffee taste](https://www.trendhunter.com/trends/ratio-eight-series-2-coffee-machine). The Softbrew is sure going to make a lot of coffee-lovers happy. **Implications** - Consumers are looking for more natural ways to complete their everyday tasks. Products that feature an organic element are more appealing than those which simply perform a function. In order to attract more shoppers, companies could focus on this desire for more sustainability. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 25% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Natural Brewing:** Softbrew introduces a new way to brew coffee using a stainless steel cylinder and microscopic holes, appealing to consumers looking for more organic methods. - **Sustainable Products:** The Softbrew jug offers an organic element to brewing coffee, highlighting the market demand for sustainable and eco-friendly products. - **Enhanced Taste:** With its gentle brewing process, Softbrew brings out the natural flavors of coffee and satisfies the preferences of coffee lovers seeking a superior taste. ### Where This Applies - **Coffee Equipment:** The Softbrew pitcher disrupts the traditional coffee brewing industry by offering a unique method for maximizing flavor, leading to potential innovations in coffee equipment manufacturing. - **Home Appliances:** As consumers prioritize more natural ways of doing tasks, the Softbrew jug presents an opportunity for disruptive innovation in home appliance design, catering to the demand for sustainable and organic products. - **Food and Beverage Packaging:** The demand for natural and sustainable products extends to packaging, providing an avenue for disruptive innovation in the development of eco-friendly and minimalist packaging for coffee and beverages. ## Related on Trend Hunter - [Two-in-One Cold Coffee Brewers](https://www.trendhunter.com/trends/soulhand-x-brewer.md) - [Angled Immersion Coffee Brewer](https://www.trendhunter.com/trends/oblic-dropper.md) - [Cold Extraction Coffee Makers](https://www.trendhunter.com/trends/cold-drip-coffee-maker.md) - [Sleek Pour-Over Coffee Makers](https://www.trendhunter.com/trends/pourover-coffee-maker1.md) - [Full-Immersion Vacuum Coffee Brewers](https://www.trendhunter.com/trends/noair-coffee-brewing-system.md) - [Tranquil Design Coffee Makers](https://www.trendhunter.com/trends/zenbrew-coffee-maker.md) - [Portable Digitized Coffee Brewers](https://www.trendhunter.com/trends/brewster-coffee-machine.md) - [Character Coffee Makers](https://www.trendhunter.com/trends/the-moky.md) - [Smart Coffee Brewing](https://www.trendhunter.com/trends/smart-connected-coffee-machine.md)