Nescafé unveils major rebrand and refreshed design

Nescafé has revealed a major relaunch with a refreshed look aimed at modernising the brand to resonate in today's ever-changing coffee landscape.

The 85-year-old Nescafé will be featuring modern and eye-catching pack designs across its product portfolio including, Nescafé Original, Nescafé Gold Blend, Nescafé Azera and Nescafé Frothy Coffee range aimed to stand out on the shelf and capture attention.

The design amplifies and locks in place the accent in Nescafé behind the logo on all packs, and to further enhance its coffee credentials it showcases the inclusion of coffee bean imagery.

Nescafé's commitment to sustainability is expressed with the declaration of "100 per cent responsibly sourced coffee" prominently displayed on every jar and pack. This means that every cup of Nescafé is made from only carefully selected, responsibly grown coffee beans from coffee-growing regions across the world.

"We are thrilled to embark on this major rebrand of Nescafé and to unveil its exciting new look,” said Sophie Demoulin, Nescafé Marketing Director at Nestlé UK and Ireland. “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 brand 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, including reducing greenhouse gas emissions over the years to come.

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