In just 12 years, Nespresso has become one of the most successful global food and beverage brands in the world. As the global brand guardian since the beginning, we inform every aspect of the Nespresso brand experience from product innovation to its AAA sustainability programme. The Challenge Create a super-premium coffee super-premium and become the icon for the best coffee worldwide. The Idea To justify a premium pricing strategy, all communications are based on the brand positioning “My ultimate coffee experiences”.
The revolution was not to sell a premium coffee but to make luxury the coherent key entry point for the Nespresso brand around the world. The Solution FutureBrand foresight identified shifting trends in food and coffee consumption towards gastronomy and quality, and the rise of desire for every day luxury experiences. To established Nespresso’ s uniqueness and superiority, we developed on a global brand universe to showcase luxury codes from product and packaging design to retail experience and loyalty. The Nespresso Club was central to this strategy , building on the insight that consumers want to be part of luxury brands, not just use them.
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< > We have created a strong identity that expresses both the pursuit of perfection and the masculine and feminine characters of coffee.
Every single detail reflects an iconic experience: perfection, pleasure, simplicity and aesthetics.
Visual identity to express luxury codes (colors, typefaces, signs ) and the uniqueness of the Nespresso symbol. To leverage the visual identity, we created an elegant and unique graphic style. The variety of colours indicates a variety of coffee experiences.
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< > Thinking the boutique as a media.
Responding to consumer needs, the boutique concept promotes the right balance between the art of coffee experiences and retail. Responding to three basic principles of service, time management, and personalization, the boutique concept has become a real service platform. Customers can “live” their Nespresso shopping experience in any manner they wish. Thus, the interior of boutiques is organized into various experiential zones . To bring the concept to life, the agency also created new coffee packagings, machines, and accessories, as well as new iconography.
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Every two month, we carry out Nespresso’s window displays (10 per years) for points of sale all over the world.
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Nespresso les chocolats : creating new identity and iconography for this range.
