A global brand and a pioneer in coffee, Nescafé sought to consolidate its competitive advantage in the market and enhance its iconic potential. To help the brand do just that, CBA embarked on a strategic journey to help redefine Nescafé’s visual identity system.
The revitalized Nescafé brand is immediately recognizable, utilizing 3 complementary visual markers, which act as coffee experience revelations. The final accent of Nescafé evokes the daily inspiration that is transmitted by Nescafé to its consumers. The red mug’s graphic and structural design is modernized, and a “hub” (the view of the top of the mug) symbolizes an open window into Nescafé’s universe. The graphic system, supported by global guidelines, is implemented progressively across the brand, including packaging, in-store signage displays and affecting all ranges of Nescafé products globally.
