Nespresso debuted Alto, a new 14 oz pour, to expand their cafe-to-kitchen-style offerings. The larger cup size was available in a new Intense Variety Assortment, a collection of classic flavors and portions. The Swiss coffee innovators asked SocioFabrica to develop a sleek and premium sleeve graphic that:
To achieve this near-impossible task, we embraced a 'less is more' strategy. Consumers are bombarded with so many options that they can only give a product two seconds of attention before their gaze is seduced by the next one. In that short amount of time, it's critical to put the product's unique benefits and reason-to-buy front and center.
Realizing this, we developed a visual language comprised of icons, geometric shapes, units of measure and short, impactful text so shoppers could absorb all the important details at a glance and fully experience what the assortment had to offer. We paired cup icons representing the pour sizes with the ounce sizes and scale representations of the capsules their cup sizes with minimal messaging such as "Three Exceptional Coffee Sizes. One System" to visualize all that awaits inside the assortment.
Our 'less is more' approach paid off. The assortment flew off the shelves, selling out everywhere. Nespresso fans and prospective customers reluctant to downsize their usual servings were thrilled to learn Alto was available to enjoy on a morning commute or throughout the day.
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