Nescafé, the world’s first instant coffee and the fifth most valuable food and drink brand, is launching a unified, global look and feel across all products in the 180 countries where the coffee is sold.
It is the first time in the brand’s 75-year history that each and every Nescafé product will share the same visual identity and use the same new slogan: “It all starts with a Nescafé”.
“Nescafé is our largest single brand, a CHF10bn brand, and one of the cornerstones of our company. It is a symbol of Nestlé all around the world,” said Patrice Bula, Nestlé’s Global Head of Marketing.
The unified approach to packaging design, communication and digital strategy for Nescafé, drunk at a rate of 5,500 cups each second, will feature several key design elements developed with new, younger consumers in mind.