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 to be the Head of Design. But beside being the creative fully involved on this project, I must credit my dear colleague Jeremy Powell (Client Service Director/Manager Director) by trusting me this project, by all his fantastic insights and by allowing me to take full lead on this. Thanks also goes to the team that helped me with the production process. My friend César for working together on this photo session. And the responsables for this project at Nespresso that I had the pleasure to met and work with until the very last day at the printhouse. Last but not least, to the fantastic team at the printhouse and their support.
CLIENT: Nespresso® www.nespresso.com
TYPE: Consumer Brand, Product Release, Print, Digital Design, Illustration
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 more expensive than the usual values practiced by Nespresso, and because we are talking about a rare and unique coffee from Yemen. But they were also concerned about how could we find a creative solution by presenting 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, searching and learning the most that I could about Yemen and about their coffee culture. Three solutions were presented to Nespresso. But there was particularly one that me and my team found to have absolut 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 appropriate and conclusive research was foundamental to not falling on inappropriate designs. 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. Sells (the following is the information that I was able to collect): The coffee got rapidly 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 23rd 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 at least in September was out of stock and Singapore received mid-March and it was out of stock at least in May (again, from what I know).
So far this edition is unavailable worldwide on Nespresso's stores.