It all starts with a Nescafé
Nescafé has launched the REDvolution with an identity articulated around 3 inspiring icons: the hub, the red cup and the accent.
We have been solicited to support the new strategic repositioning of Nescafé and to develop its new global identity system.
In the change of the world of coffee, where the desire of an experience is now more important than the desire for flavor, Nescafé, pioneer brand and leader for more than 75 years, decided to raise its voice again claiming its know-how about coffee experience.
"It all starts with a Nescafé" is the new brand's motto that defines its new attitude: the attitude of sharing moments, meetings and conversations.
An accessible and open brand to everyone, which reminds us that beyond the pleasure of taste, there is a whole world of experiences that can be enjoyed around a cup of coffee.
After working with Nescafé for 3 years, we were chosen to give life to this new vision through all the touch points of the brand. In this way, the agency has created a new graphic and visual language that starts from the redesign of the brand through a contemporary iconographic system expressed in packaging, communication and point of sale.
The new vision of the brand needs to resort to the multiple experiences that Nescafé has to offer, and it must unlock its emotional brand dimension: it is about sharing moments, finding inspiration and provoking new opportunities...
In this way, the new visual identity and graphic system revolve around the idea of the variety of experiences with coffee, and help Nescafé to push its current limits to reach a deserved icon status.
Nescafé's new identity system is based on three complementary symbols that drive the expression of the Nescafé world. Immediately recognizable all over the world, these symbols offer the flexibility of their use, which allows the brand to be present in the every day.
The first key element is the classic red cup, a landmark of the brand and a symbol with a long and positive association with Nescafé. Previously linked to the "Classic" or "Original" variety, it has been modernized and has become an icon to use through its wide range of points of contact with the consumer.
The second element is the Nescafé accent mark, which takes off strongly and turns red. In this way, it finds its space in the logo, which allows the brand to express its warmth and cordiality better, at the same time as it symbolizes the inspiration that the brand seeks to bring to its consumers.
Finally, the third element of identity is the "hub", a top-down view of the simplified cup that acts as a window onto the world of Nescafé, a place to express the brand's stories and emotions.
The new identity, which has harmonized the graphic codes of the brand for the first time, is gradually adapting internationally, mainly carried out by the CBA network.