Simplifying Nespresso’s complex brand structure
Learn how Scrolleri created a high-efficiency digital ecosystem for Nespresso’s intricate structure, with custom-built tools, and ongoing governance support.
Together with Nespresso, we are pioneering a new era of brand management with a unified system that connects every touchpoint. Nespresso partnered with Scrolleri to create a structured, flexible brand management system. By centralizing assets, defining clear approval hierarchies, and building custom digital tools, Scrolleri streamlined Nespresso’s brand governance and improved global brand execution.
Industry
Retail
Services
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Problem
Nespresso, a global leader in premium coffee experiences, faced a significant challenge in managing its brand across diverse markets, multiple business categories, and evolving touchpoints. Its intricate organizational structure resulted in fragmented brand governance, where different business units operated with varying levels of autonomy, leading to misaligned brand implementations. Additionally, inconsistent asset usage made it difficult for teams to access and apply up-to-date guidelines correctly. Furthermore, complex approval workflows created delays, complicating brand compliance across multiple categories. To address these challenges, Nespresso needed a complete overhaul of its brand management system, one that could balance global consistency with localized flexibility.
Solution
To address these challenges, Nespresso partnered with Scrolleri to build a flexible yet controlled brand management system. Scrolleri implemented a multi-layered brand governance structure, centralizing brand assets and defining clear approval hierarchies to streamline workflows. A global brand framework was developed to align corporate, trade, retail, and sustainability messaging, ensuring consistency across all markets. Scrolleri also digitized and centralized Nespresso’s brand assets, making it easier for teams to access the latest materials efficiently. To further optimize brand execution, Scrolleri created custom digital tools, such as “The coffee tree” and “The trade contest”, to improve market collaboration and ensure seamless brand asset discovery.
“Scrolleri’s profound knowledge of Frontify combined with their strong design skills brings solid added-value to each new section we build for our complex Nespresso Library."
— Solène Sailly Six, Nespresso
A unified and scalable brand ecosystem
Scrolleri’s work extended far beyond traditional brand guidelines, creating a scalable brand system that covered every aspect of Nespresso’s presence. From visual identity to digital, campaigns, retail, sustainability and more, every touchpoint was integrated into a structured framework. This ensured that every market, team, and partner could confidently execute Nespresso’s brand with consistency and clarity. By going beyond documentation and into real-world brand enablement, Scrolleri positioned Nespresso’s brand for long-term growth while maintaining the flexibility needed for future evolution.
Global alignment with regional flexibility
Scrolleri's solution established a clear global brand framework that aligned Nespresso’s messaging across corporate, trade, retail, and sustainability channels. At the same time, it allowed for localized flexibility, enabling markets to adapt the brand’s messaging and materials to fit regional tastes and trends. This balanced approach improved both global cohesion and regional relevance, ensuring that Nespresso's campaigns resonated with diverse audiences while maintaining a unified brand identity across all markets.
Enhanced efficiency and streamlined workflows
Scrolleri’s custom-built tools, such as The coffee tree and The trade contest, played a crucial role in increasing efficiency. These tools made it easier for teams to explore Nespresso’s coffee portfolio, share best practices, and submit marketing materials. Additionally, automated asset tagging and categorization significantly streamlined the discovery process, allowing teams to find assets quickly. Clear approval hierarchies helped eliminate bottlenecks, resulting in faster project execution and reducing the overall complexity of brand management for Nespresso's global teams.
