Nespresso Brand Book by Nely Grigelova

Nela Grigelova N0756979

Our Story 06 - 07 Nespresso History

08 - 09

Mission/ Vision/Values

12 - 13

Brand Positioning

14 - 15

Brand Guidelines 16 • LOGO 18 - 19 • FONT 20 - 23 • COLOUR 24 - 25 • IMAGE GUIDELINES 26 - 33 • TONE OF VOICE 34 - 35 • NESPRESSO BOUTIQUE 36 - 39 Consumer profile

40 - 41

Products 42 - 47

Contents

Communication Strategies

48 - 53

Sustainability 54 - 55 Future 56 - 57

Our story A quest for excellence Behind the Nespresso brand is a story rooted in the company’s heritage of highest quality coffees, innovative stylish machines and personalised services. Nespresso began with a simple idea, continuously reinvented to revolutionise the way millions around the world enjoy their coffee. It is the quest for excellence that reveals the essence of the Nespresso brand

On the next double page, follow our timeline on how we started our journey and evolved from being the pioneer and trendsetter for portioned coffee into a worldwide reference.

Nespresso History Nespresso, introduces its first machines and launches the first four Grand Cru varieties

1986

1970

System invention Nespresso invents capsule system in order to broaden her market 08

A new Production and Distribution Centre starts operations in Avenches, Switzerland

The first Nespresso boutique is opened on the Rue du Scribe in Paris.

2008

2001

1989

The Nespresso Club is created to offer a range of exclusive and personalised services.

2003 Launch of the Nespresso AAA Sustainable Quality™ Program

2006 The first campaign with George Clooney, chosen by Club Members as Nespresso Brand Ambassador, is released

Nespresso launches the PIXIE machine, its smartest smallest and most energy-efficient coffee machine ever

2011

2014 Nespresso launches its 2020 sustainability vision, called The Positive Cup

Mission Our singular focus is on delivering highest quality coffees and ultimate coffee experiences to our consumers cup after cup within the comfort of their home. With passion for quality, style and innovation we aim to build long- lasting customer relationships, because:

COFFEE IS AT THE HEART OF ALL WE DO. YET CONSUMER PLEASURE IS WHY WE DO IT

Vision To be preferred and respected as the leading quantity coffee company for portioned coffee and become the icon for perfect coffee worldwide.”

Values Courage We stand up for what we believe in and are ready to face all consequences Innovation We create an environment where new ideas prosper Proactive cooperation We work together in order to achieve more Result focus We know what we need to deliver, and we are determined to achieve it Practising what you preach We say what we do, and we do what we say

Brand positioning

Brand Guidelines

Logo Variations

Logo

The preferred usage is the white version on the black background, or the black version on the white background. Variations include black and white versions of the logotype and brandname and/or independent of each other.

Nespresso logo is a core asset of our brand with a very strong visual luxury identity. Black colour, representing a perfection and sophistication while white colour brings freshness and balance to the logo.

The logo consists of two parts: I. Logo type. Stylised curved N monogram with a mirror effect brings rotary dynamism to the logo. Always incorporated within a square box. We chose the square shape because of its familiarity and elegant lines. It must be always above the brand name and aligned in the centre. II. Brand name. Used always in block capitals, it should never be used in upper and lower case .Colour of the NESPRESSO logo always correspondents with the colour of the square box used above.

Clear Space To preserve the Nespresso logo’s integrity, minimum clear space must be maintained around the logo. The minimum clear space for Nespresso logo is defined as the height of the “N” in the wordmark.

Colour

Strapline Pantone-Black CMYK- 0/0/0/100 RGB- 0/0/0 White CMYK-0/0/0/0 RGB-255/255/255

It has been first introduced as a strapline to underline our star personality.Now its an inevitable part of our logo. Professional designers and creative agencies should be directed to use both Nespresso logo and this handlettered strapline.

Typography -print Primary typeface

Nespresso typeface The bespoke Nespresso alphabet can be defined as geometric mono-linear typeface. This font works well in every weights, and sizes. It is a very open, legible typeface that will bring to body texts a good readability. Used for large headlines, titling, its unique design brings a timeless elegance to showcase the essence of our brand.

Secondary typeface

Times New Roman typeface The secondary typeface is Times New Roman. It has been introduced to support our primary typeface and allow for more expression, richness and variety throughout print communications. It should be used to highlight or express specific messages and should never dominate over the bespoke Nespresso typeface. The font can be used in various pt sizes.

Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold Italic 20

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography -digital Primary typeface

Arial typeface For digital communications the primary typeface is Arial. Used for any descriptive text on the Nespresso website and digital marketing materials. Arial has been chosen as a close match to our primary typeface and is available to everyone. The font can be used in various pt sizes.

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Secondary typeface

Trebuchet MS typeface The secondary typeface is Trebuchet MS. It supports our primary typeface Arial on the Nespresso website and digital marketing materials. However, it should never dominate over Arial.

Trebuchet MS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Trebuchet MS Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold

Trebuchet Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold Italic

Trebuchet Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Colour Palette WHITE CMYK-0/0/0/0 RGB-255/255/255

We are dark ,luxurious brand that uses colour in a contemporary, sophisticated way. Our core palette comprises of black, white and gold. The inseparable combination of black and white is used predominately in any form of marketing. Gold is used sparingly, accenting the simple, confident palette. Vibrancy comes through rich imaginary and our colourful coffee capsules to bring vibrancy to our colour palette.

BLACK Pantone-Black CMYK- 0/0/0/100 RGB- 0/0/0

GOLD CMYK-16/36/92/0 RGB-214/162/57

Image Guidelines We want to be coherent in terms of communicating our identity. Every single detail in our campaign reflect the idea of perfection,pleasure and simplicity. Always infused with original and creative ideas,so we can maintain a direct privileged relationship with our consumers. We like to choose a star celebrities as our ambassadors, because we believe they perfectly fit our brand character That´s why we chose George Clooney as "face of Nespresso" and has been starring in our campaigns since 2006.

Tone of Voice

Humorous Elegant Sophisticated Confident Ironic

Every boutiques is designed with an eclectic mix of materials: the warmth of wood, the luxury of leather, the high-tech feel of metal and the purity of glass.

Nespresso Boutique Our exclusive boutiques around the globe provide personalised services and a unique gateway to allow consumers to interact with the Nespresso brand.

Our boutiques are defined with two complementary geometric shapes: • The square symbolises the brand's values: perfection, pleasure, aestheticism and simplicity. • The circle evokes the coffee cup, discovery, tasting and the senses. Quality materials, elegant lighting and soft music provide a uniquely refined and relaxing atmosphere.

We wish to provide our consumers with a luxury and pleasant break away from their busy everyday lives. That’s why a Tasting Area is a perfect in place in our boutiques where you can truly relax and experience the pleasure of our Grand Cru coffees. Our Coffee Specialists are always pleased to offer personalised advice, provide guidance or share their Nespresso expertise with you.

Customer profile

“

I am leading an active and busy lifestyle in the

city and I love it. To escape, I enjoy sharing warm and relaxing moments with people I love. I highly value quality in the products I buy, and I am willing to pay for it. I can not imagine a day without a good ristretto in the morning sunshine and after a busy day after work. I fully enjoy treating myself with the special luxuries that make life better and make me feel

unique and privileged.

”

Our Products

Coffee OUR GRANDS CRUS 13 EXCEPTIONAL COFFEES With 13 Grands Crus, the Nespresso range offers a huge variety of profiles and aromas. Every Grand Cru in our range is the product of a complex process of selection, assembly and roasting. Our Grands Crus are categorised by cup size and level of intensity. You can enjoy an excellent cup of coffee to suit your taste, whatever the time of day.

Nespresso Capsule Guide

Machines To bring coffee and milk together in perfect harmony, the first step is choosing the right machine for you. Integrating advanced technology and function, Nespresso machines manage the exact balance between water temperature, pressure, quantity and speed. They are specifically designed to enhance the aroma, crema and flavour of our Grand Cru coffees, creating the perfect cup every time.

Nespresso Accessories For moments of pure indulgence. A range of accessories designed to enhance your Grands Crus tastings and make each and every coffee an exceptional experience.

Communication Guidelines

Website The Nespresso website is our primary form of communication to our consumers. The website is more than just a platform where consumers can place their orders; it provides Club Members with information on our Grand Cru coffees, machines and accessories to match their taste and preferences. Recently, we have developed a new site to improve your experience when discovering Nespresso and placing orders for your favourite Grand Crus. We like our website to be intractive and visually appealing. The new website offers enhanced and simpler navigation and enriched content.

Social media Facebook

Through our Facebook and Instagram page, Nespresso engages directly with its consumers therefore creating more intimacy and loyalty. Although the global page and posts are in English, we respond to our fans comments in their own languages creating a personalized relationship. In addition, consumers can engage in peer to peer relationships which strengthens the community and furthers their engagement to feel as part of the Nespresso club.

Instagram

Nespresso app Our Nespresso app should always be in keeping with the current brand guidelines and any updates must must correspond with the changes on our primary website. Our app allows our Nespresso lovers to: ORDER YOUR GRANDS CRUS All Nespresso products at the touch of a finger. STORE LOCATOR The Nespresso Boutiques locations and opening times readily available. CATCH UP WITH NESPRESSO, ANYTIME Keep up to date with Nespresso news.

Sustainability

We are committed to ensuring sustainability throughout our operations, making clear commitments and seeking to create shared value and positive impact for farmers, consumers and society at large, while caring for the environment. But also restore, replenish and revive environmental and human resources. The Nespresso AAA Sustainable Quality Program, launched in 2003, aims to ensure the supply of highest quality coffee while protecting the natural environment and improving the lives of coffee farmers and their families. In order to improve the environmental performance of our capsules, we have either developed our own recycling systems in 36 countries or integrated into existing national packaging recovery schemes in 3 countries to increase our capacity to recycle. At Nespresso, we believe that each cup of coffee can not only deliver a moment of pleasure, but also restore, replenish and revive environmental resources and communities. The Positive Cup’s overall vision is to create a cup of coffee that has a positive impact on the world.

OUR 2020 GOALS AND AMBITIONS

Future

The Positive Cup program incorporates ambitious goals in the areas of coffee sourcing and social welfare; aluminium sourcing, use and disposal; and resilience to climate change.

COFFEE

ALUMINIUM

Our ultimate vision is to source 100% of the permanent Grand Crus range through the Nespresso AAA Sustainable Quality™ Program. We will achieve this by assisting farmers to attain certification standards through our long-term partners, Rainforest Alliance and Fairtrade International, and by significantly expanding the AAA Program in Ethiopia, Kenya and South Sudan.

We will expand our capacity to collect used aluminium capsules to 100% wherever the company does business, thereby increasing recycling rates. Further to this, each time it makes environmental sense, we will recycle used Nespresso capsules collected by the company, reusing them as new capsules.

CLIMATE

Our aim is to create more value for farmers, business partners and consumers, whilst at the same time caring for the environment. Jean-Marc DUVOISIN - CEO

Nespresso’s vision is to further reduce the company’s carbon footprint by 10%. In addition, we seek to strengthen coffee farm resilience to climate change and help reverse the degradation of natural ecosystems through an extensive agroforestry program in the AAA regions. We aim to become 100% carbon efficient in our operations by compensating our residual operational carbon footprint through the same agroforestry program.