CHALLENGE

Though coffee consumption is not as embedded in Hungarian culture as elsewhere, the country has (re)taken its place among the world’s
coffee-loving nations thanks to an increase in local and international coffee shops. Nespresso wanted to create its own unique place in this market that was starting to become rapidly crowded.

SOLUTION

Being an international brand, Nespresso wanted to speak to both local and international consumers. Rethinking what makes Hungary so loved - iconic Hungarian folk patterns - they strived to create a focus on a deep anchored Hungarian pride and seducing international visitors.

RESULT

The pattern with hidden coffee elements, is inspired by traditional folk patterns, but illustrated in a contemporary style, is based on a paper-cut technique which really comes to life in the shop windows. The bright colors are positive and invitive and used over a variety of touch points. The pattern creates a unique recognizable icon. Both instore as out on the street.