The new identity system was based in three complementary symbols that impulses the expression of Nescafé world. Immediately recognizable all around the world, these symbols provides flexibility in its use and allows the brand to be daily present in consumers’ lives.
The first element is the classic red mug, the symbol of a long and positive association with Nescafé. Previously attached to Classic or Original varieties, it was updated and became an icon to be used in its wide range of touch points with consumers.
The second element is the accent in the word “Nescafé”, which takes off strongly and gets red. That way, it founds its room in the logotype, which allows the brand to better express its care and gentleness while symbolizing the inspiration that the brand seeks to bring to consumers.
Finally, and the third identity element is the mug’s core, a simplified top-down vision that works like a window to the Nescafé world, a place for expressing the brand’s stories and emotions.
The new graphic system, supported by global guidelines, has been progressively implemented all over the brand, including packaging, selling point materials and the brand’s overall communication, affecting all Nescafé product lines globally.