Nescafé Puts The Accent On The Coffee Experience
The new identity system is based on three complementary visual symbols, which prompt expression of Nescafé’s world. Immediately recognizable all over the world, they offer flexibility of use that allows the brand to be present and alive throughout every day.
The first, the classic red mug, is an historic landmark for the brand and a symbol with a long and positive association with Nescafé. Previously linked with the classic “Original” variant, it has been modernized and ‘iconized’ for use across the widest range of touchpoints.
For the second evolution, the final accent on Nescafé has taken off and become red. The accent takes its place in an evolved logotype that allows the brand to better express its warmth and conviviality and symbolizes the inspiration that the brand seeks to bring to its consumers.
The final new element of identity is ‘the hub’, a simplified top down view of the mug that acts as a window into the world of Nescafé, a place to express brand stories and emotions.