Nestlé’s instant coffee brand Nescafé is
launching a new, unified look and feel
across all its products worldwide.
The rebrand will, for the first time in the
Nescafé’s 75-year history, see it using
the same branding across all 180
countries where it is sold.
Publicis has worked as lead communication
agency on the project, with CBA Design
Paris in charge of the packaging and
design work. The digital campaign is
led by OgilvyOne Frankfurt.
17th June 2014 | By Angus Montgomery
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Im liking this tweaked brandmarque a lot. It still keeps all of it’s heritage but the crafted corners add a softness that brings the brand forward into a more modern era.The ‘E’ in particular almost feels like the mug as it obviously was intended plus it has a cuddly feel like someone's cupping it with both hands. (The positive and negative areas of the letter almost mimicking fingers).
I am not so sure about the cup characters right now but I will hold judgement until I see it in application it may be one of those designs that grows on you over night.
I do however feel that maybe
the counter of the cups handle could
reflect the shape of the acute which would allow more scope graphically
later on however I see that in doing
that it would mean a change in cup shape therefore probably best to
ignore my ramblings on that.
Jason Farr - Partner Trillium Brands
| Tuesday 1st July 2014