Most people love the rich scent of freshly brewed coffee. Interestingly, most coffee drinkers love to enjoy their coffee at home.
One trend is very obvious around the globe: the rise of capsuled coffee. The best-known brand and pioneer in the capsuled coffee segment is of course, Nespresso. The reason why more and more people turn to capsuled coffee is that it’s easy and clean to prepare, but most importantly it is very tasty and offers a wide selection of distinctive flavors. As it is offered in portioned, vacuum-sealed capsules, the coffee stays fresh and keeps its flavor.
There are a lot of reasons for consumers to choose Nespresso – but there is one question that might arise: what happens to the aluminum capsules after they've been used? People are becoming increasingly concerned about waste and how they can recycle valuable materials. Nespresso shares this concern and is committed to addressing this issue in an open and transparent way. Nespresso wants to highlight the importance of recycling its capsules as aluminum is an extremely valuable and useful material that should be reused.
What do Nespresso capsules consist of?
- Each capsule contains 5 to 6 grams of ground coffee and makes one serving of coffee.
- The capsule body is made of aluminum, while most of the capsule interior is lined with a food-grade lacquer.
- A Nespresso capsule contains 1 gram of aluminum (including the cover), whilst a can of soft drink consists of about 13 grams of aluminum.
Why does Nespresso use aluminum for its capsules?
- Aluminum is the best-known material to keep the valuable coffee dry and fresh, guaranteeing quality and preservability.
- Aluminum is a material that is infinitely recyclable.
- Since 1993, Nespresso has been a member of the dual system in Germany, and has voluntarily had its capsule licensed with “Der Grüne Punkt” (“The Green Dot” found on specific products represents a European network of industry-funded systems for recycling the packaging materials of consumer goods). Its recycling capacity in Germany is therefore 100%.
- Nespresso capsules can be disposed of in the recycling waste. In Germany that means you can put them in the ‘Gelbe Tonne’ (‘yellow bin’ for packaging waste) or the ‘Gelbe Sack’ (‘yellow bag’). It is not necessary to separate the coffee grounds from the capsules.
- Additionally, Nespresso capsules can be brought to any Nespresso shop for recycling.
Recycling aluminum – does recycling aluminum make sense?
- Unlike plastic, aluminum can be recycled infinitely.
- In Germany today, 89% of all aluminum packaging is recycled, according to the German Society for Packaging Research.
- Depending on the market, up to 50% of coffee capsules (of all brands) are being recycled today. But Nespresso thinks this is not good enough, which is why they are working on increasing the worldwide recycling capacity to 100% by 2020. Nespresso is continuously informing and educating consumers in order to significantly improve the recycling rate of aluminum – a goal that has already been achieved in Germany.
- The product of the recycling process is called ‘secondary aluminum’.
Secondary aluminum is a highly valuable material, especially as the demand for aluminum is soaring in several industries around the world. Compared with the production of primary aluminum, recycling aluminum consumes as little as 5% of the energy. In 2015 recycled secondary aluminum covered 53% of the demand for aluminum in Germany. The only limitation is that secondary aluminum is not allowed to be used for food packaging. There are many everyday items that contain valuable aluminum.
Nespresso believes that long-term success relies on full compliance with all applicable legal requirements, on sustainable business practices and on creating shared value. Nespresso is the brand name of Nestlé Nespresso S.A., an operating unit of the Nestlé Group, based in Lausanne, Switzerland. Nespresso redefined the coffee market with a simple but revolutionary idea 30 years ago: Nespresso’s aspiration was to enable anyone to create the perfect cup of espresso coffee. Nespresso machines brew espresso and coffee from coffee capsules, a type of pre-portioned, single-use container of ground coffee beans, sometimes with added flavoring. Ever since then, the company has been committed to sustainable quality and innovative design. Nespresso is aware of its corporate social responsibility along the entire coffee value chain, starting with coffee sourcing all the way to recycling their capsules.
By creating a clever and functional product made from secondary aluminum, Nespresso wants to raise awareness and underline the material’s versatility and attractiveness. Their goal is for the public to acknowledge the following statements:
- Recycled secondary aluminum is not waste, but a very valuable and versatile material.
- Recycled secondary aluminum inspires creativity in design professionals.
- Recycled secondary aluminum can make everyday life easier. To prove this, Nespresso intends to produce an exclusive prototype of the winning concept.
- Nespresso capsules can therefore have a second life if they are recycled correctly.
Nespresso's overarching goal is to encourage people who aren’t yet recycling aluminum – and especially Nespresso capsules – to change their behavior and start recycling regularly.
Your product design should consider the following:
- A bold and iconic design
- Clever functionality is key – no artistic sculptures and/or fashion items
- Aluminum and other materials: Nespresso is looking for a product that mainly consists of secondary aluminum (min. 70%). However, your product idea may involve elements that do not consist of aluminum – for example, you could propose an iconic bicycle design – but for obvious reasons, its tires, wheels, breaks etc. are not made of aluminum. In this case, the frame and other main components would be aluminum.
- In order to highlight which parts of your product are made from aluminum, you need to provide one visualization including only the aluminum components of your product design.
- Fit for prototyping so feasibility is an important aspect. In case of doubt: keep it simple!
- Do not brand your design concept with the Nespresso logo as the secondary aluminum consists not only of Nespresso capsules, but recycled aluminum in general.
- The product doesn’t need to relate to coffee as it is not for Nespresso specifically. It also should not relate to any form of food consumption (e.g. cutlery or dishes). (See Update June 20th)
- However, please feel free to find some sort of fit or design element that relates your product to Nespresso on a higher level and without branding (e.g. color code of Nespresso aluminum capsules).
- As Nespresso intends to produce an exclusive prototype of the winning design proposal, it is important that you keep the feasibility in mind.
As an indication of how exciting and attractive your product and design proposal should be, you could think about what you would give to your best friend as a wedding present.
Note: You’ll find additional information about ‘secondary aluminum’ in the project folder.
Update – June 20th 2017
Please focus exclusively on designs that are non-food related! Due to the complexity surrounding products related to the packaging, processing and consumption of foods, please do not submit any designs intended for foods and beverages.
- Functional & Sustainable
- Bold & Simple
- Innovative & Progressive
- Attractive & Useful
The product design should appeal to people in their twenties or upper mid-agers (30-45 years old), who have small families or live in stable relationships, are open to new experiences, value either both functionality and individuality, or value brand and design over individuality. They appreciate good quality and are happy to pay extra for it. Sustainability is part of their mindset.
Guidelines, regulations, comments
- The product also should not relate to any form of food consumption (e.g. cutlery or dishes). (See Update June 20th)
- When designing your product, please do not use any Nespresso logo, imagery or fonts. After all, you are not being asked to design a Nespresso product here, but simply a great product made of secondary aluminum.
- Please refrain from developing artistic items or trinkets as Nespresso is looking for a product with some sort of clever, innovative use.
- Remember that your design proposition needs to be fit for prototyping, so feasibility is an important aspect. In case of doubt: keep it simple!
- Make sure you fill out the project template provided in the Project Kit. Failure to do so will drastically reduce your chances of being considered by the client.
- Your product proposition may involve other materials than aluminum if necessary. However, the main components (min. 70%) need to be made of aluminum.
- Make sure to include one visualization that displays only components made of aluminum.
Required file format
In case your design is chosen by the client to be licensed you need to supply open layered file formats in 2D and if available 3D (preferred).
Timing and Awards
You can earn cash prizes from the total award pool of €17,500. This includes three €250 Halftime Awards, one license fee of €2,500 and 10 x €1000 as Client’s Shortlist prizes.
The deadline to have your submission be considered for the Halftime Award is June 26, 2017 at 23:59 (Berlin Time).
Here is a brief overview of what is particularly important to be aware of:
1. When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
2. There is a three month exclusivity period:
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your design.
- after which you may offer your submission to others and publicly display it (without the clients logo).
3. Please ensure that you submit designs that are your original work.
5. The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
6. Please carefully check and review your submission and the attachments before uploading them - they can only be deleted within 24 hours.
7. This is a project with further provisions. Please check out the project terms paragraph 6.