Nespresso
Nespresso sells capsule coffee machines and a range of single origin and blend capsules, with recycling schemes and origin sourcing programmes.
A refined serif for headings with small plain sans for tasting notes and intensity figures. Capsule range names always exact.
use bargain or discount language
make a recycling claim without the scheme details
show the capsule as waste
Intensity 9, from a single origin in Colombia, with a cereal note.
Refined and precise about coffee. Origin, intensity and tasting note, stated the way a sommelier would.
People who want a consistent espresso at home and are buying a system rather than a bag of coffee.
+A repeatable perfect cup
+Origins named and traced
+The ritual of the morning
×Rushed coffee
×Bargain framing
×Capsules treated as disposable waste
would die on
A great cup should be identical every single morning.
