Nespresso Full System

Over a period of 6 months in 2024 Nespresso Studio led a complete overhaul of the value proposition of the Nespresso website. The challenge? Whilst Nespresso are seen as a strong authority in the coffee space, they sometimes struggle with an emotional connection to their audience. Several rounds of consumer testing revealed that showing more authentic human interaction increased the audience’s meaningful connection to the brand, and subsequently their desire to purchase. Showing real faces (when the face is not George Clooney) was fairly new territory for Nespresso, and one that needed to be phased in slowly, meaning the Full System project was a sort of 'soft launch' of this new approach. Nevertheless, Nespresso Studio were tasked with increasing these meaningful moments in video, stills and shoppable 'coffee corner' based content.

Project aim - move from product centric to people centric

Two routes tested

We tested two routes to see which concept landed better with French and US audiences. The objective was to enhance the brand’s meaningfulness by increasing emotional connection and leveraging Nespresso's coffee authority.

Project archeteypes

Nespresso Studio developed three consumer archteypes to help guide the photography and coffee corner assets.

Hero video

The hero video is used as a discovery content for existing Nespresso club members, with the integration of humans into the content to trigger emotional resonance. The narrative is moment-led, conveying how Nespresso adds to the user’s life throughout the day. The hero video has also been cut down into 2 segments showcasing a morning and evening coffee moment.