tHe NESPRESSO History : froM a siMple idea to a unique brand ...
The analyze of Nespresso brand
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Transcript of The analyze of Nespresso brand
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