Over the last few years, the coffee market has been shaken up by coffee shop coffee branching out and appealing to younger consumers. Starbucks then launched an instant ‘micro-ground’ coffee and created a new segment within instant coffee. As leaders in the category, Nescafé needed to respond.
Within 6 weeks we developed the positioning concept, the name, the visual identity, packaging and later the advertising for the new brand. We positioned the new brand as ‘instant barista’ which reflects it’s taste and aroma profile and establishes the brand as the next generation of Nescafé coffee. The identity evokes the cool metallics and style of authentic coffee machines and the colour palette a warm, rich, inviting flavour.
The revolution started and initial sales have significantly exceed targets.