I have attended an insightful session on DesignBridge – The Start 2023 at Coventry University.
After carefully considering the Brandomiser tool, I have selected the brand Nespresso, with the issue of accessibility and targeting an audience of career-driven millennials.
Nespresso is a sophisticated Coffee brand that presents an aromatic experience with a rich flavor. My motive is to ensure that Nespresso products are accessible to millennials who are Visually impaired.
The aim is to make life easier for people with Low Vision/Blindness and who are Visually Impaired and to create a tactile package to make them feel the indulgence of the product.
To make them feel the Nespresso package by offering a tactile product experience.
To make an experience of aromatic espresso by giving the feel of Nespresso through the texture of the package design.
My idea is to give an immersive experience for the tactile product design – the location would be Nespresso Boutique.
I intend to focus on the Audience, Career-Driven Millennials who are Visually Impaired. According to research, nearly 22% of millennials between 27 to 42 years old choose a brand with a thoughtful purchase, and about 38% believe in You Only Live Once (YOLO) and follow the current trends.
- Some sections of the Official Nespresso Website are cluttered (Is too much of texts with spaces).
- I think the solution for this should enable the ‘Audio Option’. It will allow the user to see and hear without linking with other audio devices, such as JAWS software. It should have inbuilt into a more user-friendly website.
- And another aspect is how to give an experience in Physical form.
Here is my main goal for the product is to feel the Nespresso. I have created the eye pattern in the background to associate with Vision and sense the Nespresso by giving access through Braille design in the package.
I intend to present the Tactile Package Design to be Understandable, Confident to purchase the product, and Friendly to access the product.
Here is the Research process I came to so far.
- In the First Phase, We got the session activity where we got the opportunity to research on Brand’s previous campaign on Padlet.
- In the Second Phase, I researched how other Brands address the Accessibility issue through their campaign.
- In the Third Phase, I got some inspiration to create the Braille Design for the package and did rough sketches of how the Braille Design package should look.
- In the Fourth Phase, I created the package design using Illustrator and experimented by printing it out to get the look and feel of the packaging. And I have designed the package on Dimensions to get a sense of the digital presence of Mini-Espresso.
At first, I followed the Solid colors as per the Brand Guidelines. However, these colors were limiting my design options. After attending a special session with Design Bridge, they advised me to incorporate Nespresso’s coffee flavor color range. Therefore, I chose three Nespresso coffee flavor colors – Costa Rica, Stormio, and Intenso – and incorporated them into the Eye art pattern by adding gradients of these colors.
In the Nespresso Brand Guideline, they followed Arial Typeface for printing and digital. From my point of view, the Arial font is an accessible Sans Serif, and it works well for people who struggle to read texts.
Nespresso Carousel Posts
Development Work
To create a flawless creative strategy. I used MiroBoard and physical paper experimentation to develop my concepts.
My overarching concept is to address the Current Issue by giving easy access to visually impaired people.
So, let’s Celebrate World Sight Day (12th October 2023) with Nespresso launching a Mini-Espresso limited edition containing a Braille design with a range of coffee flavors.
I’m grateful to Jobin (My tutor) that I learn to produce the package design on Dimensions. The process started with a sketch, and then I transferred it to Illustrator to create a package layout. I have used Photoshop to adjust the Gradient Eye Color by adding less exposure and contrast. For the packaging process, I used a 3D rectangle box, placed the ‘Feel the Nespresso’ Package cover on it, and changed the dimensions on Dimensions.
At first, I created a design for the package and printed it on regular paper to check the color quality and size of the package. However, I later attempted to print it on GFS paper which resulted in poor quality. The GFS Black paper color made the package’s color come out poorly. Therefore, I had to print it on White color paper, using both 240 gsm and 300 gsm. Although I had planned on doing foil printing on the cover, the print shop owner advised me that embossing and foil would be quite expensive. As a result, I decided to print it out on white paper and create a digital package to showcase it visually.
Here is the pictures of the physical packaging experimentation. I have printed it out in A3 size on two pieces of white paper – 240gsm and 300gsm.
I think the current and future issues are designers need to find the solution to give easy access to people. The proposal for their Web Accessibility is to inbuild an Audio option that will allow the user to see and hear without linking with other audio devices.
I have produced two animated GIFs and one post to reach the audience and elevate the engagement rate. Most devices, such as Android and IOs software, have embedded audio systems to make users listen to videos and images.
