The Business Challenge

Nescafe Gold Mix range was suffering from a classic competitive squeeze. Top down, premium mix brands from SEAsia and Japan were offering more traditional/interesting flavors, whilst from bottom up more mainstream mix brands were perceived to have a similar taste/value. The range needed a design reboot to defend its price positioning.
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The Design Solution

Premium design semiotics were leveraged to add aspiration and indulgence cues. In addition, the designs drew heavily from contemporary cafe culture in terms of setting and coffee cup/drink shots, increasing the visual taste profile. The integrated inclusion of the iconic Nescafe “accent”, at the heart of the VIS, further enhanced both the range synergy and links to the global brand, giving international quality associations.

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The Project Scope

VIS/Master Concept/Range adaptation

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Results

Sales increased greater than forecast and extra flavor extensions have been planned.