Nespresso
Exclusive Edition
Rediscovering Yemen in this Exclusive Edition from Nespresso®

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CLIENT
Nespresso®
www.nespresso.com
TYPE
Consumer Brand, Product Release, Print, Digital Design, Illustration
YEAR
2019-2020
Agency
MEO Design et Communication
Switzerland
Nespresso® challegend us to create the first Exclusive Edition of 2020.
Every year, Nespresso launches new Limited Edition coffee collections to offer new and unique coffee experiences from around the world. And they were clear about what they wanted: something that could be startling and somehow premium since the product would be priced higher than ​​Nespresso's usual offerings, and because we are talking about a rare and unique coffee from Yemen. But they were also concerned about finding a creative solution to present Yemen, without displaying bad memories at the consumer heads (about a country that has been associated with conflicts).

Strategy: As I love to do, I did an intensive research before designing. In this case, I conducted intensive research on Yemen and its coffee culture. We presented three solutions to Nespresso, but there was one in particular that my team and I found to have absolute potential. One that could take customers on a journey to discover the fascinating and fundamental stories of the birthplaces of coffee in Yemen: their stunning landscapes where the coffee comes to life with scarce water in high rocky mountains. This thorough research was fundamental in order to avoid inappropriate designs solutions. And Nespresso loved it, since they believe that there's a story behind each coffee - and we couldn't agree more.

Market: Nespresso decided to turn this product available to dozens of countries (like the US, Thailand, UK, Kuwait, UAE, Brazil, european countries,...) - limited to existent stock - inicially as a Private Edition but they've also decided to turn it available to some other countries as Public Sales Edition. Sales (based on the information that I was able to collect): The coffee got rapadily out of stock in Switzerland (one of the first countries to have it) and in Austria (just a few weeks available until getting out of stock). It arrived in April in the USA but was already sold off the 23 April. Hungary had it as Private Sales and became Public two weeks after selling rapidly. Belgium just had it for few weeks as well. Portugal received it later, but it was out of stock by September, and Singapore received it in mid-March, selling out by May.
Currently, this edition is unavailable worldwide in Nespresso stores.

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Testemonial: “Dear Floduardo, again, thanks much for your great help on this project, that have been really precious. Hope this will be a success!” - Nespresso SA / Global Digital Com. Project Manager

Acknowledgments: I  had the pleasure of serving as the Head of Design. Alongside my creative involvement in this project, I must credit my dear colleague Jeremy Powell (Client Service Director/Managing Director) for entrusting me with this project, providing fantastic insights, and allowing me to take the lead. I would also like to thank the team that assisted me during the production process, my friend César for collaborating on the photo session, the project's Nespresso representatives whom I had the amazing pleasure of meeting and working with until the final day at the print house, and last but not least, the fantastic team at the print house for their support.

Nespresso Yemen
Nespresso Floduardo Almeida
Nespresso Yemen Floduardo Almeida MEO Design et Communication
Nespresso Exclusive Edition 2020
Nespresso Floduardo Almeida
Nespresso Yemen Floduardo Almeida MEO Design et Communication
Nespresso Yemen Exclusive Edition 2020 Floduardo Almeida MEO Design et Communication

READ ABOUT NESPRESSO YEMEN

CLIENT: Nespresso® www.nespresso.com
‍TYPE: Consumer Brand, Product Release, Print, Digital Design, Illustration
‍YEAR: 2019-2020
‍AGENCY: MEO Design et Communication - Switzerland

Nespresso® challenged us to create the first Exclusive Edition of 2020.
Every year, Nespresso launches new Limited Edition coffee collections to offer new and unique coffee experiences from around the world. They were clear about what they wanted: something that could be startling and premium since the product would be more expensive than the usual values ​​practiced by Nespresso. Additionally, one of their objective was to find a creative solution that would present Yemen in a positive light, without evoking any negative memories or associations with conflicts in the country for the customers.

Strategy: As I love to do, I conducted intensive research before designing. In this case, I extensively researched Yemen and its coffee culture. We presented three solutions to Nespresso, but there was one that my team and I found to have absolute potential. It would take customers on a journey to discover the fascinating and fundamental stories of the birthplaces of coffee in Yemen, showcasing the stunning landscapes where coffee thrives amidst scarce water in high rocky mountains. This thorough research was fundamental to avoid inappropriate designs. Nespresso loved it because they believe that each coffee has a story, and we couldn't agree more.

Market: Nespresso decided to make this product available in dozens of countries, including the US, Thailand, Taiwan, UK, Kuwait, UAE, Brazil, and European countries, initially as a Private Edition. They later decided to release it as a Public Sales Edition in some other countries. Sales/b> (based on the information that I was able to collect): The coffee quickly sold out in Switzerland (one of the first countries to have it) and Austria (available for only a few weeks). It arrived in the USA in April and was sold out by April 23rd. Hungary had it as a Private Sale and later made it available to the public, with rapid sales. Belgium also had it for a few weeks. Portugal received it later, but it was out of stock by September, and Singapore received it in mid-March, selling out by May (based on the information I have).
Currently, this edition is unavailable worldwide in Nespresso stores.

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