Nescafé seeks the young customer

It took 75 years for Nestlé's legendary brand of soluble coffee to decide to practice a rebranding in its visual identity. An action that seeks to unify the brand in the 180 countries where it is recognized and bring the brand closer to young people.

A project of such caliber has been awarded to not one, but two studios, the advertising agency Publicis and to the studio specializing in branding CBA Designboth French, who must have worked together for this Nescafé restyle.

The Publicis agency has been in charge of the campaign direction, while the design of the packaging and the development of the graphic part has been carried out by CBA Desing.

The new image stands out, apart from the restyle of the logo itself, with lines more "current"The new identity system is based on three complementary visual symbols that drive the expression of Nescafé's world," according to CBA Design. "The new identity system is based on three complementary visual symbols that drive the expression of the Nescafé world," according to CBA Design. 

The first, the classic red cup. It is a historical landmark and a symbol that carries a positive association with Nescafé. Linked through a variant of the classic 'Original', it has been modernized and 'iconized' for use across a wide range of touch points.

The second sign of evolution, the tilde final at Nescafé. This has been peeled off and is highlighted in red.

Third and final element of identity, the hub. The zenithal view gives us "a simplified top-down view of the cup, which acts as a window into the world of Nescafé, a place to express stories and emotions of the brand" (sic).

The new system, which has harmonized the brand's graphic codes for the first time, is gradually being implemented worldwide, mainly through the CBA network.

New slogan: It all starts with a Nescafé
The brand has also updated its slogan to a "It all starts with a Nescafé". which, without being very original, will continue the trend of creating "sentimental" campaigns to which the parent brand, Nestlé, has become accustomed.

Nescafé says the new designs have been created with "the new, younger consumers in mind". The new image will be progressively adapted to all the packagingscommunications around the world.

Seen in Graffica