"True to its roots"
For more than 10 years, CBA has supported the Nescafé brand – the Nestlé group – on multiple brand issues.
In 2020, Nescafé once again called on the CBA teams. Indeed, for Nescafé, as a leading brand, it was important to enter the rapidly evolving capsule segment in order to complete its offer and assert its historical know-how.
Thus, Nescafé wanted to review its portfolio by launching a unique range, representative of its commitment to producers as part of its Nescafé Plan initiative.
The quality of coffee and respect for farmers at the heart of the concept
CBA’s solution? Develop a premium offer in line with the sustainable development policy initiated by the Nestlé group -Nescafé Plan- and by demonstrating Nescafé’s historical know-how.
With Nescafé “Farmers Origins”, CBA has created a range of fresh and sustainable coffee capsules. An innovation possible thanks to the 10 years partnerships that the brand maintains with farmers around the world (700,000 farmers in 15 countries). The positioning of this new range is borrowed from the selection of coffee and the promotion of the know-how of the communities, both from a quality and sustainability point of view.
A clean and
The design system developed by the agency expresses the virtuous circle of sustainability, respect for producers and fresh coffee.
CBA wanted to accentuate the consistency between the design of the packaging and the positioning of the brand by anchoring the capsule at the center of producers and coffee plans, in their places of origin.
The visual identity of the packaging is strongly marked by the Nescafé logo – developed a few years ago by the CBA teams as part of a global overhaul of the brand’s identity – with a Nescafé Farmers Origins sub-brand more discreet.
The origins of the farmers and the origin of the coffee beans are highlighted by a simple, sincere and authentic illustrative style, with the common theme of the coffee plan.
The sustainable and respectful aspect of the aluminum capsules in this range is also highlighted on each packaging via simple illustrations.
The packaging also includes a digital seal (QR code) on the back, a guarantee of authenticity and traceability. Consumers can thus scan the code to discover the origins and place of production of their coffee, the community of farmers behind the product, etc.
The CBA teams then developed the visual identity on graphic communication assets, POS elements, complementary products (cups), etc.
The range was launched in 2020 in Australia and then in the Netherlands. Spain and France have since launched this range as well.