Nescafé
Inspiring
your world, your way.
From a fragmented legacy to a unified future: the quest for one Nescafé.
Nescafé, a name synonymous with coffee for generations, stands as one of the world’s most beloved brands, boasting an unparalleled presence across diverse markets, formats, and price points. This sheer scale, while a testament to its enduring strength, had also become its greatest complexity. Over time, a natural fragmentation emerged across countless sub-brands, categories, and localized executions. The result? A diluted perception where the singular, powerful essence of Nescafé was increasingly lost amidst a sea of distinct offerings. While the brand’s purpose, “Make Your World,” resonated deeply, its expression often lacked consistency and tangible impact across the myriad consumer touchpoints.
Our pivotal challenge was to shepherd Nescafé through a transformative shift: moving beyond a product-first mentality to embrace a truly experience-first brand world. This ambitious undertaking required us to:
- Unify a sprawling global portfolio under a single, deeply human-centric idea.
- Strike a delicate balance between global strategic coherence and the need for vibrant local creative expression.
- Translate the powerful “Make Your World” purpose into clear, repeatable, and universally understood codes, adaptable for every occasion and audience.
- Future-proof the iconic brand for continuous innovation, seamlessly integrating new formats, emerging rituals, and novel experiences without ever diluting Nescafé’s core accessibility and cherished versatility.
Unlocking the Nescafé's promise: a modular universe of coffee experiences.
The pulse of contemporary culture revealed a profound insight: coffee is no longer merely a beverage; it has evolved into a deeply personal ritual, a daily act that profoundly expresses mood, mindset, and individual identity. For Nescafé, this cultural shift presented an unparalleled opportunity. By moving beyond functional features, we could craft an immersive “experience world” that genuinely empowers people to curate their coffee moments, exactly “their way.”
Our strategy hinged on defining a modular portfolio around universal human experiences -not just product features-, providing every market with a shared language and a versatile toolkit. This framework would allow Nescafé to authentically flex from the invigorating kickstart of an energizing morning to the serene comfort of a mindful evening, from the thrill of curiosity-led discovery to the luxurious depth of indulgent immersion.
We meticulously codified four universal experience pillars that Nescafé could credibly and powerfully own:
- Stimulating:For those energizing moments that seize the day and fuel momentum.
- Immersive:Rich, indulgent experiences that invite comfort, warmth, and profound depth.
- Discovery:Curiosity-driven journeys through origins, diverse flavors, new rituals, and emerging trends.
- Wellbeing:Balanced, mindful choices that feel lighter, cleaner, and authentically restorative.
These pillars provide not only crucial clarity for brand architecture but also boundless creativity for execution, all firmly anchored in Nescafé’s enduring promise of accessibility and versatility for all.
Inspiring your world, your way.
Nescafé, a catalyst for coffee artistry.
Our Unordinary Idea transcends traditional product marketing, fundamentally reframing Nescafé from simply “coffee in a cup” to the ultimate enabler of life’s diverse coffee experiences. “Inspiring your world, your way” is more than a slogan; it’s a dynamic call to action, distilling the essence of “Make Your World” into an active behavior: to empower, engage, and inspire individuals to intuitively shape their unique coffee rituals on their own terms.
This idea is inherently inclusive and exceptionally versatile, built to thrive in every context, resonate across generations, and adapt to diverse occasions. Yet, it remains powerfully specific, igniting precise execution through our four distinct experience pillars. It boldly positions Nescafé not merely as a provider of products, but as a genuine catalyst for personal expression and unforgettable experiences, inviting everyone to discover and celebrate their perfect coffee moment.
The art of cohesion.
Designing a modular experience world: four pillars, one brand.
To breathe vibrant life into the “Inspiring your world, your way” concept, we created a sophisticated, yet profoundly practical and immersive brand system. This system empowers markets worldwide to effortlessly adopt and run with the new vision, all while unequivocally preserving the unmistakable Nescafé signature.
- Brand architecture around experiences: We meticulously reframed the entire portfolio from a product-first to an experience-first paradigm. Now, every Nescafé range, format, and innovation intuitively ladders into one of the four defined pillars. This strategic approach established clear navigation, intuitive naming logic, and precise guardrails, preventing overlap while fostering unprecedented creative stretch across the global brand family.
- Distinctive assets, retained and elevated: The iconic Nescafé wordmark and accent were reverently retained as the unwavering constant signature, connecting every facet of this new world. We redefined “Nescafé Red” not as a blanket application, but as the pulsating rhythm that visually connects the pillars, used dynamically to emphasize key moments. Furthermore, we crafted an ownable, subtle motion behavior –a warm accent and gentle settle– elegantly echoing the sensory delights of steam, the pour of coffee, and the mindful pause.
- Experience codes for each pillar: We developed distinct visual and verbal codes that brought each pillar to life with sensory richness:
- Stimulating: Characterized by high-contrast colors, sharp, dynamic lighting, energetic motion graphics, confident headlines, and upbeat sonic cues. Photography vividly captures energy in action.
- Immersive: Defined by deep, tactile textures, rich, inviting tones, slower, contemplative pacing, and indulgent macro details. Language invites comfort and the art of savoring.
- Discovery: Features editorial layouts, evocative cartographic and origin cues, layered typography, and playful motion. Storytelling sparks insatiable curiosity.
- Wellbeing: Embraces spacious compositions, lighter palettes, abundant natural light, and calm, fluid motion. Language is clear, honest, and centered on balance and choice.
- Verbal identity & messaging system: Our verbal identity cultivated a tone of voice that is inherently empowering and inclusive, with “your way” serving as the consistent, inviting promise. We developed modular messaging frameworks, intricately aligned to each pillar, spanning from functional benefits to profound emotional payoffs.
- System in action across touchpoints: The new system dynamically transformed every consumer touchpoint:
- Packaging: Integrated 2D and 3D principles that flex vibrantly by pillar while maintaining a cohesive family aesthetic. Material finishes, colorways, and information hierarchy are all intrinsically tied to the experience codes.
- Digital (in collaboration with Publicis): Provided adaptable templates for social media, eCommerce, and content, incorporating distinct motion behaviors, editorial modules, and robust accessibility standards.
- Retail & Environments: Introduced intuitive wayfinding, point-of-sale displays, and merchandising that guide consumers by pillar, creating immersive micro-zones to stage moments of discovery.
- Activation (in collaboration with Publicis): Developed compelling influencer kits, impactful out-of-home campaigns, and experiential assets that translate the brand codes into lived rituals and shareable content.
- Governance & enablement: Comprehensive global guidelines and toolkits were developed, encompassing motion, photography, sonic cues, and extensive copy playbooks. Crucially, we implemented thorough onboarding and training programs for markets and partners, ensuring consistent application of the system while celebrating and empowering local relevance.
A unified world, igniting growth: Nescafé's global renaissance.
The implementation of this experience-first brand system has not merely rebranded Nescafé; it has spearheaded a global renaissance, delivering clarity, coherence, and unprecedented creativity at scale.
- A unified brand world: The experience-first architecture has furnished every market with a shared, intuitive language, ensuring Nescafé remains instantly recognizable while unlocking vibrant local expression. This strategic unity has fortified the brand’s global presence.
- Faster, better execution: The robust toolkits and clear codes have dramatically reduced briefing times and significantly improved consistency across packaging, digital platforms, retail environments, and activation campaigns worldwide.
- Enhanced portfolio elasticity: The modular system has empowered innovations and new occasions to land with exceptional clarity and impact –from energizing mornings to indulgent treats, from mindful choices to curiosity-led explorations, demonstrating the brand’s adaptive strength.
- Inclusive by design: The pervasive “your way” language and accessible codes intrinsically ensure the Nescafé brand resonates with everyone, fostering a deep connection across generations, contexts, and diverse cultures.
Nescafé finally has a world that brings Make Your World to life -clear enough to unify the brand, flexible enough to let every market inspire people their way.
This visionary approach is already powering successful launches and activations across key markets, strengthening Nescafé’s brand equity while simultaneously carving out fertile ground for future innovations –such as the successful Nescafé Espresso Concentrate one. It stands as compelling proof that a coherent, experience-driven brand world is not just an aspiration, but a powerful engine for sustained growth, all without compromising Nescafé’s essential accessibility and beloved character.
SERVICES
- Branding, Activation, Identity, Innovation, Packaging
INDUSTRY
- Food & Beverage
BUSINESS NEED
- Innovation, Premiumisation, Stretching