Nescafé, a leading coffee brand with an 85-year history, has unveiled a major rebranding initiative to modernize its image in response to the evolving coffee landscape. The refresh encompasses iconic pack designs across its product range, such as Nescafé Original, Nescafé Gold Blend, Nescafé Azera, and Nescafé Frothy Coffee, with the aim of standing out on shelves.
The visual aspects of the rebrand include an accentuation of the Nescafé logo on all packs and the incorporation of coffee bean imagery, emphasizing the brand’s commitment to coffee. Furthermore, each jar and pack prominently features the declaration “100% responsibly sourced coffee,” highlighting Nescafé’s dedication to sustainability by utilizing carefully selected, responsibly grown coffee beans from various regions worldwide.
Sophie Demoulin, Nescafé Marketing Director at Nestlé, commented on the significance of the rebrand, stating, “We are thrilled to embark on this major rebrand of Nescafé and to unveil its exciting new look. This relaunch represents a significant milestone for our brand as we continue to evolve and stay ahead in the ever-changing coffee industry.”
The brand’s new tagline, “Make Your World,” reflects Nescafé’s commitment to making a positive impact on people’s lives and the environment, from coffee farms to the cup. Over the past decade, Nescafé has actively worked with global communities through the Nescafé Plan to enhance the sustainability of coffee farming practices. The recently launched Nescafé Plan 2030 outlines the brand’s vision to support coffee farmers in transitioning to regenerative agriculture, thereby improving livelihoods and promoting environmental benefits.
To support the rebranding efforts, Nescafé plans extensive marketing campaigns across various channels, including TV, digital, and social media. The brand aims to resonate with coffee enthusiasts and maintain its emotional connection with consumers while emphasizing its commitment to sustainability and positive global impact.