Transforming a global Iconic brand into localized Design solutions.
Nescafé, a brand synonymous with coffee consumption worldwide – with 5,500 cups enjoyed every second – required a redesign that was both globally consistent and locally adaptable. The launch of the “Make Your World” strategic platform in 2023 marked a crucial step in this process. The goal was to infuse the brand with an inspiring and engaging dimension, capable of mobilizing consumers around a common cause. This big idea empowers coffee lovers around the world to dare to make a difference.
Transforming a global Iconic brand into localized Design solutions.
Nescafé, a brand synonymous with coffee consumption worldwide – with 5,500 cups enjoyed every second – required a redesign that was both globally consistent and locally adaptable. The launch of the “Make Your World” strategic platform in 2023 marked a crucial step in this process. The goal was to infuse the brand with an inspiring and engaging dimension, capable of mobilizing consumers around a common cause. This big idea empowers coffee lovers around the world to dare to make a difference.
Expressing consistency and flexibility at the same time.
Creating a global design system that is consistent across 180 markets while respecting local specificities was a major constraint – especially considering such a diverse region as Asia-Pacific. Therefore, adapting Nescafé’s iconic identity-while preserving consumers’ recognition and cultural elements was a common challenge across all projects covered under this journey.
Consumer-centered strategy with a strong brand architecture foundation.
The brand architecture expresses the experience specific to each range and variety, facilitating product identification and highlighting the unique characteristics of each coffee. Going beyond simple harmonization, it creates an enhanced brand experience through each pillar and drives greater shelf impact.
'Make your world’ translated in different ‘worlds’.
On “Make Your World Localisation” Nescafé’s global identity was implemented for the Australian and New Zealand markets under ranges like Classic, Blend43, GOLD, Roastery and Mixes. Local shopper navigation was ensured just like findability and local preferences. For the Philippines and Vietnam, the Classic range was adapted considering not only regional relevancy, but particularities when it comes to ways of consumption and appetite appeal depiction.
“Make your world” localisation.
“Market specific” creation.
On “Market Specific Creations” three main markets were covered: For Malaysia, a new packaging expression was created for the Kopi Kedah limited edition using unique aesthetics and elements from the traditional Malay culture, while ensuring that the Nescafé global identity was also applied. Local heritage was highlighted and product RTB with 100% locally-grown coffee beans was emphasized.
For Hong Hong, the challenge was leveraging the latest Korean trends with the introduction of the “Korean Cafe Collection” specifically targeting Gen Z to enhance premium appeal, elevate, rejuvenate, and contemporize the brand image for the re-cruitment of new users. A sophisticated design solution was crafted that embodies the essence of contemporary Korean café style while remaining aligned with Nescafé refreshed identity.
For Vietnam, Café Việt was redesigned amplfying the product’s name while also retaining the consumption visual cues that are relevant for the local audience. And on Cà Phê Sữa Đá, the traditional stools seen in the streets of Vietnam were incorporated on a packaging design that looks unmistakably Vietnamese but also embraces Nescafé’s visual essence.
Great coffee experiences translated in great feedback.
1. Positively resonated with consumers in key imageries like “Nescafé is a brand I trust”, “a brand that helps me kickstart my day” and “a brand that cares about people and communities”. *
2. Managed to deliver on uniqueness and brand fit to consumers lifestyle and needs. Overall gaining uplift on awareness (+10%), trials (+10%) and intended propositions (+5%). *
* Specifically about Nescafé Kopi Kedah (Malaysia)
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