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  • The Analysis of Nespresso Brand: Berrin Oguz Carolina Di Lauro Joe Kynadi Wei Lei Gu Zaiga Lazdina

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    The document analyzes the Nespresso brand through key elements including logotype, colors, typography, and imagery. It discusses Nespresso's strategy to become the premier global coffee brand through a boutique experience. Competitors are identified as specialty coffee shops and coffee bar chains. Products are highlighted for elevating coffee to an accessible luxury through personalized features, design, and colors. Brand stretching opportunities through hotel partnerships are proposed.

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    NESSPRESSO

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    nespressopresentation3-101208133152-phpapp02

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    The document analyzes the Nespresso brand through key elements including logotype, colors, typography, and imagery. It discusses Nespresso's strategy to become the premier global coffee brand through a boutique experience. Competitors are identified as specialty coffee shops and coffee bar chains. Products are highlighted for elevating coffee to an accessible luxury through personalized features, design, and colors. Brand stretching opportunities through hotel partnerships are proposed.

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    34 views43 pages

    The Analysis of Nespresso Brand: Berrin Oguz Carolina Di Lauro Joe Kynadi Wei Lei Gu Zaiga Lazdina

    Uploaded by

    originalsinner7
    The document analyzes the Nespresso brand through key elements including logotype, colors, typography, and imagery. It discusses Nespresso's strategy to become the premier global coffee brand through a boutique experience. Competitors are identified as specialty coffee shops and coffee bar chains. Products are highlighted for elevating coffee to an accessible luxury through personalized features, design, and colors. Brand stretching opportunities through hotel partnerships are proposed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 43

    The Analysis of Nespresso Brand

    Berrin Oguz

    Carolina Di Lauro

    Joe Kynadi

    Wei Lei Gu

    Zaiga Lazdina

    Agenda

    Brand Analysis Key elements of the brand


    Brand Stretching

    Brand Analysis

    Strategy Positioning
    Competitors

    Boutique and products

    Strategy
    Aim: To become the Icon of the perfect coffeworldwide Establish Nespresso as the Super-Premium brand

    Competitors
    Coffee Experts
    (Illy or Lavazza)

    Coffee Bar Experts


    ( Starbucks 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/Shapes Colours Typography Strapline Testimonial Tone of voice Imagery Overall 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

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