A meaningful refresh for the Nespresso Positive Cup hub

The Positive Cup hub is a landmark digital platform showcasing Nespresso’s sustainability strategy and initiatives alongside valued insights from external experts. It has been a major piece of the brand’s sustainability communication since its inception between Magic Pencil and the Nespresso sustainability team.

As both its content, and the brand identity evolved, it was time for a meaningful refresh. We started with an assessment of the target audience’s behaviour onto the site, continued with the insights for their needs, to create an optimal UX (user experience). From wireframe, to front-end design, to development, the process lead to a navigation system rebuilt to accommodate a diverse article matrix onto the brand’s sustainability pillars, making all content reachable in 2 clicks, alongside a completely redesigned UI (user interface) that’s even more refined and more intuitive.

Today we are proud to announce that the new Nespresso Positive Cup is live and up for discovery.