Nescafé
Crafting your world of coffee, your way.
France
Paris
How strategic branding can unlock new occasions and connect with young, affluent consumers seeking both taste and indulgence?
In 2023, cold coffee commanded a significant 32% of out-of-home consumption, a trend fueled by younger demographics and the allure of specialty coffee shops. Nescafé, a household name, needed to transcend its established image and innovate to unlock new coffee occasions and drive value growth through premiumization. The core challenge was to create a product that offered the customizable, high-quality, barista-style iced coffee experience at home, without the need for specialized equipment, thereby creating an entirely new segment in the coffee market.
The rise of at-home coffee culture, coupled with a desire for convenience and customization, presented a clear opportunity. Consumers, particularly younger, affluent individuals, sought taste, indulgence, and refreshment that could be easily integrated into their daily lives. Nescafé Espresso Concentrate was poised to meet this demand by offering a versatile liquid concentrate for both hot and cold coffee experiences. Our goal was to position Nescafé not just as a coffee provider, but as an enabler of creative coffee exploration and personalization, inviting consumers to experiment and craft their perfect cup.
We embraced the Unordinary Idea: “Unleash your inner barista,” transforming Nescafé from a coffee brand into a catalyst for at-home coffee artistry.
This Unordinary Idea goes beyond merely offering a product; it’s about empowering individuals to express their creativity through coffee. It shifts the perception of Nescafé from a convenient coffee solution to a premium ingredient that unlocks a world of personalized coffee experiences. Whether it’s a refreshing Iced Coffee with Sweet Vanilla or a bold Espresso Concentrate Black base for any creation, “Unleash your inner barista” speaks to the desire for control, quality, and the joy of crafting something unique, making premium coffee accessible and exciting for everyone.
Our design solution brought the “Unleash uour inner barista” idea to life through a vibrant, sensorial packaging system that invites exploration and reflects premium quality.
CBA Design crafted a distinct packaging that embodies the new Nescafé brand identity, focusing on clarity, elegance, and sensorial appeal. The design features a unique “drop” shape, revealed through a transparent sleeve, visually connecting consumers to the concentrate within. Metallic brushed rose gold accents on the logo and brand name elevate the premiumness and shelf impact. We balanced contemporary and barista-style fonts with vibrant, refined colors to ensure standout on shelves. This thoughtful design promotes a sense of indulgence and refreshment, extending the brand experience beyond the packaging with a dedicated influencer kit for a memorable unboxing. The sleek, contemporary graphics, combined with subtle nods to traditional coffee-making, resonate with both seasoned coffee enthusiasts and new consumers exploring cold coffee options, making it a standout choice for coffee lovers.
The distinct packaging, focused on inspiring target consumers, has positioned Nescafé for growth by unlocking more coffee occasions through versatility of usage. This project’s success in capturing the essence of a premium, barista-quality coffee experience has been acknowledged by its shortlisting at the PENTAWARDS 2025 in the “Tea & Coffee” category. This early recognition underscores the effectiveness of our Unordinary Idea and creative solution in elevating the brand and connecting with a new generation of coffee lovers, driving both brand equity and commercial potential.
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