Inspired by Nespresso, Nestlé launched SPECIAL.T. The first system that provides the ultimate preparation of premium tea. The promise is held through a professional selection of the best teas in the world which are preserved in smart capsules and prepared by a machine that automatically adapts the temperature and infusion time for each tea. The system is sold only online at special-t.com.

To communicate the uniqueness of the SPECIAL.T tea experience, we had to get away from the traditional iconography of the market and create a totally new environment that has the evocative power of the perfect SPECIAL.T teacup. Therefore we created for each tea an imaginary world of enchanted nature that sublimes the specificity of each tea: country of origin, flavour, sensation or moment. Pictured or not, the consumer is always the goddess of these incredible moments that together invite you to "un voyage extraordinaire"*.* “An extraordinary journey”.

The launch was an immediate commercial success in France and sales objectives were reached at a very surprising rate.Most of all in terms of image, SPECIAL.T managed to set a new standard of tea premiumness engaging with a demanding target who expressed “I want to be that lady!” after seeing the SPECIAL.T world.