OUGD603 / Extended Practice / Laura Farrall / Research / Evoking an Era / Porchez for Nespresso

A nice example of evoking an era in the modern age was passed my way by Simon Harrison.

A couple of years ago, Nespresso asked typographer Jean Francois Porchez to create a typeface that would suitably covey the era of Art-déco (circa 30’s) notably of Italian origin. Italian coffee from this time is viewed as the best the world has seen, and so Nespresso wanted to be associated with this time!

Jean Francois says: the 'Nespresso typeface will bring purity, class and a worldwide understanding of what means luxury and style in Nespresso’s branding'. I love that a subtle typeface can do this but it is clear that different typefaces provoke different connotations within the mind.

In terms of Laura's brand, we're trying to do this same thing, evoking an era through type - with as little literal imagery as is possible. Porchez notes a desire to capture a 'timeless elegance' and a 'purity'; things that are difficult to sum up but are conveyed through emotion and connotation.

Below is the Nespresso type used in situ in their flagship Paris store, clearly conveying clarity, quality and elegance.