Nescafe Design & Branding A NEW STAR IN THE NESPRESSO'S UNIVERSE by Carré Noir

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Industry Coffee, Tea, Breakfast Drinks, Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency Carré Noir
Art Director Pierre-Antoine Cheron, Nicolas Francois, Catherine Vieux
Released January 2010

Credits & Description

Category: Point of Sale
Advertiser: NESPRESSO
Product/Service: NESPRESSO
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: CARRÉ NOIR, Suresnes, FRANCE
Vice-president: Béatrice MARIOTTI (Carré Noir)
Chief Executive Officer: Jean-Philippe CHAVATTE (Carré Noir)
Account Manager: Bérénice ANTUSZEWICZ (Carré Noir)
Consultant: Ludivine OLLEON (Carré Noir)
Art Director: Pierre-Antoine CHERON (Carré Noir)
Art Director: Nicolas FRANCOIS (Carré Noir)
Art Director: Catherine VIEUX (Carré Noir)
Media placement: Brand Identity - Publicity Event Set - 11 January 2010

Describe the challenges and key objectives
Imagine and create a system that could be used in whatever kind of shop, would it be small, complex, French, Belgian, or English…… Objective/challenge : Brand with a premium positioning directly inspired by luxury universe, the system, in order to have a direct recognition of Nespresso. Install this publicity event set widely on all the new openings with one single icon.

Describe the brief from the client
At each new point of sale’s opening, Nespresso develops a new publicity event set that integrates posters, signage, printings, all targeted to customers members and prospective customers.

Describe how you arrived at the final design
The 'Unlimited' campaign highlights the Nespresso’s icon capsule, a concentration of taste and emotion, central of the publicity event.

Give some indication of how successful the outcome was in the market
A new vital energy for the brand, the capsule that is gifted with a power of creation, unlimited creation; it increases itself endlessly in order to form a constellation in a never-ending movement.