NESCAFE has always built its success on innovation. Designwise, it implied a focus on explaining to consumers each product’s difference and innovative technologies. Over the time, product graphic cues have slowly overcome the brand’s and the NESCAFE masterbrand lacked a specific style. The first challenge was to operate a cultural shift: from a product oriented to a masterbrand design approach.

The second challenge was to define a common thread between the wide range of products which could adapt to various market situations in order to build a new visual identity system that is instantly recognizable, in more than 150 countries.

The new visual identity system builds on the brand heritage and reveals the diversity of the NESCAFE experiences through the creation of 3 brand icons.

The Mug was already a powerful and familiar branded property. Modernized and simplified, it now stands as Nescafé’s timeless icon, both as a look & feel and a branding element.

The Accent acts as a springboard, a spark of inspiration, and punctuates all communication.

The Hub (mug top view) is a meeting point where all NESCAFÉ's experiences converge.

The new system has been applied on all touch points (packaging, advertising, retail and digital).

Depending on the countries, the launch has just been done or the implementation is still in progress. So, it is too early to share the impact of the program on final consumers.

However, the program already had a huge impact internally and this “NESCAFE REDvolution” already changed the way the brand is managed at the global level and reinforced the conversation between local and global teams.