Nestlé unveils fresh new look for Nescafé portfolio

Nestlé has unveiled a refreshed look for Nescafé, aimed at modernising the brand to resonate with coffee lovers in today’s ever-changing coffee landscape.

New pack designs, which include the declaration of ‘100% responsibly sourced coffee’, are featured across the brand’s product portfolio, which encompasses Nescafé Original, Nescafé Gold Blend, Nescafé Azera and Nescafé Frothy Coffee.

Sophie Demoulin, Nescafé marketing director, comments: “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.

“By introducing new captivating pack designs, and making substantial investments in the brand, we want to demonstrate that we are dedicated to delivering exceptional coffee experiences to our fans.

“We know that coffee enthusiasts have emotional connection with the brand and we are confident that our refreshed new look will resonate with them.”

Underpinning the new look is Nescafé’s ‘Make Your World’ brand line which reflects the brand’s dedication to using its scale and reach to keep working on making a positive difference to people’s lives and the environment, from farm to cup.

Over the last decade, Nescafé has worked closely with communities around the globe to make their coffee farming practices more sustainable through the Nescafé Plan. Building on those efforts, the company launched the Nescafé Plan 2030, in which it defined its sustainability vision for the next decade – to help coffee farmers transition to regenerative agriculture practices and, in doing so, help improve their livelihoods and bring environmental benefits.

Nescafé’s rebranding efforts will be supported by extensive marketing campaigns across multiple channels, including TV, digital and social media.