leader and pioneering brand for 75 years decided to reclaim its know-how of the
coffee experience with a new brand baseline « It all starts with a Nescafé »
which highlights the opportunities that can be triggered by or around a cup of
Nescafé. Through this repositioning, the brand wishes to consolidate its
competitive advantage on the market, as well as to enhance its iconic potential
across all touchpoints. CBA gave life to this signature by redefining all the
identity system of the brand.
The new VIS
needs to call on the multiple experiences that Nescafé has to offer, and should
unlock its love brand dimension: it’s all about sharing moments, finding
inspiration, triggering new opportunities…
This evolution is
deeply strategic for Nescafé : it acts as a cultural shift in the brand image
management, leaving a product brand approach to adopt a “masterbrand” vision.
The new system allows a graphic flexibility within a consistent frame.
This is the
very first time Nescafé empowers itself with a coherent identity system, which
is immediately recognizable and leans on 3 complementary visual markers, which
act as coffee experience revelations.
The final accent of Nescafé takes off as a red sign, and evokes the daily inspiration
that is transmitted by Nescafé to its consumers.
The red mug’s graphic and structural design is modernized, and gains importance in Nescafé’s
CBA also created an impactful blockmark: a hub (a view from the top of the mug) symbolizes an open window
onto Nescafé’s universe. The graphic system, supported by graphic guidelines
and in-store signage displays is implemented progressively on packaging and
each range of Nescafé products all over the world by CBA agencies.
After rethinking the global strategy of the brand, CBA imagined a new concept for Nescafé’s points of sale, spearhead of the recruitment of millenials and digital natives around the globe.