The Analysis of Nespresso Brand

Berrin Oguz Carolina Di Lauro Joe Kynadi Wei Lei Gu Zaiga Lazdina

Agenda

Brand Analysis

Brand Stretching

Key elements of the brand

Brand Analysis

Strategy

Positioning

Competitors

Boutique and products

Strategy

Establish Nespresso as the Super-Premium brand

Aim: To become the Icon of the perfect coffeworldwide

Competitors

•Coffee Experts

(Illy or Lavazza)

•Coffee Bar Experts

( Starbuck’s or Costa)

Boutique

The privileged world where meet the clients, showing

them not only the product and the accessories but ...

an experience of lifestyle, taste and pleasure

Francis Krempp

Products

Nespresso changed the idea of coffee elevating

into a luxury accessible product

Nespresso personalized the idea of coffee

(features, design and colours)

Products

Products

Products

Conception of an iconographic identity

with Les 2A photographs in New York

working with all major cosmetic brands

2A

2A

2A

Key elements of the brand

Logotype/ShapesColoursTypographyStraplineTestimonialTone of voiceImageryOverall Layout

Logotype• Very strong visual luxury identity• Square is familiar and trusted shape• Elegant lines • Colour: Brown- stability and peace White - freshness, lightness reflects qualitative value

Logotype

Shapes

Two main shapes: square and circle

•Square - stability, equality and honesty

•Circle - infinity, protectiveness and suggests something complete

22

Colours

Brown colour make the colours of the pods stands out

Colours

The variety of colours indicates a variety of coffee

tastes

The idea of exclusiveness and personal touch

Colours

Typography

Handwritten font

Personal touch wich makes the difference

Typography

San-Serif font

•clean and classic

•standard for body text online

Strapline

Include the idea of “reference” and translate the

“star positioning”

Testimonial

Consumer is not anymore

looking at the star inside the

brand but the experience

behind the brand

Tone of voice- Elegant irony -

The strenght is the ability to make the brand

alive and to leave the brand free to talk in a strong

ironical position

Tone of voice

Tone of voice

Imagery

• Very high graphic quality

• Strong Visual impact

Overall layout

The brand is coherent in terms of communicating the identity

Every single detail reflect the idea of perfection,pleasure and simplicity and the position of the brand as a premium luxury coffee brand

Overall layout

The brand is coherent in terms of communicating the identity

Every single detail reflect the idea of perfection,pleasure and simplicity and the position of the brand as a premium luxury coffee brand

Brand Stretching

Hotel

Examples

Details

Hotel

Reception

Aroma of the nespresso coffee

Offered an espresso coffee

Hotel

Personalized rooms

Push of the bottoms (capsules)

Each button would bring alive a different mood to

the rooms by music/light/objects/smell

Example

Orange(Health): energizing mood with faster music, brighter colors

Red(Romantic): romantic mood with the relevant music,smell and colours with rose flowers

Details

Details

Details