Nespresso
As a conceptual project for Nespresso, we aimed to position the Vertuo Pop machine towards a younger target audience through a fresh and culturally engaging campaign idea. The concept included graffiti workshops, where participants could customize their own Vertuo Pop machine with designs inspired by renowned pop artists such as Banksy, KAWS, and Takashi Murakami.The campaign was envisioned across both print and digital channels. For example, curated Vertuo Pop playlists tailored to different moods would extend the brand’s presence into music and lifestyle.
As a grand finale, a vibrant outdoor event shaped like a Vertuo Pop capsule would bring the experience to life, featuring live graffiti workshops, curated music, and an energetic atmosphere designed to connect with the audience on an emotional and cultural level.
This concept demonstrates how art, music, and lifestyle can be integrated into product positioning to engage a younger demographic. It highlights the importance of creating immersive brand experiences that extend beyond traditional advertising, connecting through culture-driven touchpoints. The project also illustrates how combining physical workshops, digital extensions, and event formats establishes a cohesive and engaging brand narrative.
