Aha! So the brown circle is part of a new brand design strategy for Nescafé. The trouble here is that it’s not really integrated into the wider story. That and the fact that everyone here has gone circle crazy
Don’t get me wrong, there are some great meanings associated with the circle, for example: Unity, wholeness, and infinity, without beginning or end; protection, standing within a circle shields a person from supernatural dangers or influences outside of the circle; conversely, a circle can also be containing, keeping that which is inside from been released.
More mundanely, it’s what you see when you look down on a cup, or a coffee pod, or pad. Could it be that the greatest marketing and design minds of our age have approached this exciting new category with the ambition of… explaining what shape it is?
If so that would make Tassimo’s drip a unique asset. Well kind of, but it’s still highly functional and information heavy, and isn’t really tempting any taste buds. What we have here is design for systems, which is accurate and organised, but not yet emotional.