Brewing up some sustainability

The packaging of the new Dolce Gusto Piccolo machine provides protection for the product while delivering a plastic-free, sustainable, strong statement on the shelf. The package utilizes molded pulp paper clamshell supports to protect the machine while also making space for the “welcome pack” of capsules and accessories. The shells interlock and are held together by a printed paperboard sleeve.  The resulting elliptical-section package is striking on shelf and uses 40% less material and no plastic. It went on to gain finalist recognition in the International Design Excellence Awards in 2011.


 Case Study

Nescafé Dolce Gusto had launched its Melody model one-cup coffee brewing machine in Europe in conventional printed corrugate with EPS corner protectors. European consumers had complained about the amount of plastic packaging they were throwing away and the over packaging in general.

A newly designed smaller Piccolo model was planned for release in Europe, creating a wonderful opportunity to please consumers with a more sustainable packaging.

We were asked to travel to Switzerland to lead a concept ideation workshop to explore a wide range of packaging concepts for the new Piccolo. No plastics were to be used in the packaging and we were to create a compelling retail proposition for the Piccolo on shelf.

The result of the workshop was a collection of design concepts for a more sustainable packaging. We helped the client select the strongest design and then came back to our studio to further refine and develop the package. We worked closely with Nestle R&D Designer Network.  As they developed the production details with the package manufacturer. 

The ultimate solution utilized molded pulp paper clamshell supports to protect the machine while also making space for the welcome pack of capsules and accessories. The shells interlocked and were held together by a printed paperboard sleeve.  The resulting elliptical-section package is striking on shelf and uses 40% less material and no plastic.

Not only are European consumers pleased, it went on to gain finalist recognition in the International Design Excellence Awards in 2011.