Inspiring change, one cup at a time
Known for adapting to the evolving tastes and aspirations of coffee lovers worldwide, NESCAFÉ® now enters a new chapter. At the heart of the redesign lies NESCAFÉ®’s mission to inspire coffee lovers worldwide to make a difference in their lives and communities. This inclusive vision, rooted in the “Make Your World” strategic platform launched earlier this year, is expressed through meaningful actions across every stage of the value chain—from bean to cup.
The collaboration with CBA Design has resulted in a visual identity that balances simplicity and authenticity.
The refreshed design emphasizes the NESCAFÉ® logo, now larger and more prominent, with its signature accent serving as a powerful symbol of the brand’s enduring connection with its consumers.
Natural tones, clean lines, and tactile textures define the new visual identity and packaging portfolio, conveying the brand’s commitment to authenticity and sustainability.
Global rollout with a local touch
The updated visual identity, designed by CBA Design, reshapes the brand’s extensive product portfolio with a cohesive, modern structure. This transformation reflects NESCAFÉ®’s dedication to staying relevant while maintaining its rich heritage.
The new visual identity has been designed to adapt to the 180 markets in which NESCAFÉ® operates, ensuring global consistency while respecting the cultural particularities of each region. Collaboration between the various CBA Design agencies – CBA Paris, CBA B+G Latam, CBA Spain, CBA Asia and CBA USA – has been crucial to ensure the refreshed identity remains globally consistent while respecting cultural nuances.
/ RESULT
The new NESCAFÉ® visual identity not only elevates the brand’s iconic status but also reinforces its place in the hearts of coffee enthusiasts worldwide. Through bold design choices and a clear vision, NESCAFÉ® continues to inspire, one cup at a time.
