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Nestlé - Nespresso sponsored project: Introducing the Nespresso experience to a North American coffee culture Advertising, Environmental Design, Graphic Design and Product Design students focused on introducing the concept and perception of espresso brewing, from complicated and expensive, to a premium and appealing in-home or restaurant at-the-table experience. This was achieved by designing potential future Nespresso machines using the current capsule as the main project focus. The machine design included the identification of potential alternative solutions to current equipment limitations. In addition, there was exploration of Nespresso product line accessories, packaging, retail environments and ad campaigns that created a seamless visual experience for the consumer. Based on research on the cultural differences in coffee culture, students explored all traditional and non-traditional forms of media for advertising to help increase and strengthen the existing consumer demographic. Students were also challenged to creatively introduce the Nespresso experience more widely to the North American market using the already successful European business model.