Brand Analysis -Strategy -Positioning -Competitors Key elements of the brand -Logotype/Shapes Colours -Typography -Strapline -Testimonial -Tone of voice -Imagery -Overall Layout Brand Stretching

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

2. Agenda Brand Analysis Brand Stretching Key elements of the brand

3. Brand Analysis Strategy Positioning Competitors Boutique and products

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

6. 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

7. Francis Krempp

9. Products Nespresso changed the idea of coffee elevating into a luxury accessible product Nespresso personalized the idea of coffee (features, design and colours)

10. Products

11. Products

12. Products Conception of an iconographic identity with Les 2A photographs in New York working with all major cosmetic brands

13. 2A

14. 2A

15. 2A

17. Key elements of the brand Logotype/Shapes Colours Typography Strapline Testimonial Tone of voice Imagery Overall Layout

19. Logotype

23. Colours Brown colour make the colours of the pods stands out

24. Colours The variety of colours indicates a variety of coffee tastes The idea of exclusiveness and personal touch

25. Colours

26. Typography Handwritten font Personal touch wich makes the difference

28. Strapline Include the idea of “reference” and translate the “ star positioning”

29. Testimonial Consumer is not anymore looking at the star inside the brand but the experience behind the brand

30. 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

31. Tone of voice

32. Tone of voice

34. 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

35. 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

36. Brand Stretching Hotel Examples Details

37. Hotel Reception Aroma of the nespresso coffee Offered an espresso coffee

38. Hotel Personalized rooms Push of the bottoms (capsules) Each button would bring alive a different mood to the rooms by music/light/objects/smell

39. Example Orange(Health): energizing mood with faster music, brighter colors Red(Romantic): romantic mood with the relevant music,smell and colours with rose flowers

40. Details

41. Details

42. Details