Believe it or not, I’ve got two Nespresso designs to comment upon in Pack Attack.. Wow! What an honour, especially for me who was there when my colleague Rudi von der Emden designed the first Nespresso pack back in the 80ies (or was it already in the 70ies?) What makes this analysis so interesting is that there are two clients/targets.
First: the sales people in the Nespresso stores who have to pick the right variety , looking at the end panel only, and
Second: the consumers who handle the pack (tube, bar) from the moment they buy it in the store or receive it by post. The consumer is interested in
a) the variety (strength, taste, etc.);
b) the size of the capsule (coffee or espresso);
c) seeing a quality design as one pays a premium price.
As the reader most likely understands, there are two types of information.
I am a long-time fan of Nespresso and use it as an example of great design when I teach (pack, interior, advertising, etc.) and I’m obviously interested that the pack design be optimal which is not yet the case with Vertuoline. Here are my comments which should be taken as learnings and not as criticism. I have not seen the briefing for this new variety so there may be issues which I don’t know and, of course, there is the personal taste as to what great design should be for a super premium product. So here they are:
- A far better opening device is needed. One that functions and is clearly indicated. There was a great article in The Grocer on 25.1.2014 regretting how little companies care about this aspect of pack design.
- Why not have the same visual identity for each variety at the end and the front panel? I do agree with the colour coding which is harmonious and elegant, but why design part of the “N” and not the shape of the capsule as it is different from the standard Nespresso?
- I fully agree that the front panel must express quality/elegance. By adding the (colour) capsule next to the denomination (almost not legible today), it would render the pack even more interesting and with a clearer communication for the consumer. “Nespresso Vertuoline” can still be subdued and embossed as today.
- Back panel: as boring as most Nestlé packages (and packages in general!). I agree there are many legal requirements, but it could be reorganised in a different way to give space for “the Nespresso story”. That is to say why Nespresso is the first, the best, the most unique and No 1 in the world of capsule coffee. I also believe that the reference to Switzerland can be increased as Swiss quality is a worldwide notion!
- Side panels: These could be used far better to explain
– cup size
– number of capsules
and last, but not least, a short call-to-action text like
– “never run out of capsules, re-order in time”;
– “did you also try…?”
– “have you told your friends about this great coffee?”
– “when in doubt, choose the original”,
– what else…
My dear Angèle who sent me these packs: you are a pearl! We met first at the Reims University many years ago and I see how you, like several students in your class, will never be satisfied with the result and thus constantly try to look for improvements. Congratulations!
I hope some of my comments can be useful to anybody interested in pack communication!