It gave me chills and brought back all those magical feelings of Christmas — the coziness, the sparkle, and the warmth of family moments. Nespresso has always been one of my favorite brands. I still remember years ago when I received my first Nespresso Magazine (do you remember these?)— it changed my world. One day I received the London edition with my coffee order and, although the magazine is from Winter 2010-2011, I’ve treasured it ever since, its pages filled with my handwritten notes and colorful sticky notes.
That magazine inspired me so deeply that, two years later, when I launched my first company, I even created a luxury magazine, drawing so much inspiration from the elegance and storytelling I found in those pages. I think that was the moment that Nespresso made me loyal to this brand forever (it’s fair to say also that at that time I finished my communication design degree, and I had a huge passion for print design and magazines – I even worked at a magazine editorial company at that time).
Of course, my first passion for the brand started with the elegance of George Clooney’s advertising and the personalization and carefulness in each delivery.
Great design matters
I know some people don’t value good design as much as others, but the truth is, that thoughtful and exceptional design can fundamentally transform a brand’s perception. It shapes how we feel about it, how we connect emotionally, and even how we perceive the products themselves.
Nespresso is the perfect example of this. With The Festive Odyssey 2024, they take us on a magical journey through storytelling, breathtaking packaging, and, of course, the exquisite taste and aroma of their special-edition coffee — created in partnership with chef Jean Imbert. If you think about it, it has all the elements of a great emotional and sensory brand.
The packaging design is inspired by Belmond’s Art of Travel — a philosophy that resonates deeply with me. Belmond, one of my all-time favorite luxury hotel brands, is known for turning every journey into a masterpiece. Their attention to detail, timeless design, and ability to evoke a sense of a fairy tale place is unparalleled. This collaboration between Nespresso and the spirit of Belmond is a perfect example of how design and storytelling can elevate a brand, create emotional resonance, and leave a lasting impression.
The Festive Odyssey 2024 it’s a sensory experience that taps into everything we love about the holidays: connection, indulgence, and nostalgia. It’s also a reminder that design, when done thoughtfully, has the power to transform something as simple as a cup of coffee into an extraordinary moment.
This piece was first published in the Travel Design Edit newsletter on Substack. Read it there or subscribe for free to receive every new edition.
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