NESCAFÉ®, a globally renowned coffee brand, has a legacy of connecting with consumers by adapting to evolving tastes and aspirations. As one of the most recognized coffee brands worldwide, NESCAFÉ® is continuously reinventing itself to stay relevant in over 180 markets. To align with their "Make Your World" vision, NESCAFÉ® collaborated with CBA Design to create a modernized visual identity that resonates with today’s consumers while remaining true to its roots.
The challenge for NESCAFÉ® was to refresh its visual identity in a way that not only reflected its global presence but also catered to local market specificities. The goal was to maintain its timeless appeal while giving the brand a more modern, engaging, and authentic appearance. NESCAFÉ® needed a consistent global design that allowed flexibility to adapt to cultural nuances across different regions.
CBA Design, working with NESCAFÉ®, focused on creating a streamlined, impactful design. The new branding emphasizes simplicity and authenticity—core pillars of the NESCAFÉ® identity. CBA reimagined the iconic NESCAFÉ® logo, enlarging the emblematic accent and giving it a bolder presence. This new design was meant to embody the brand’s vision, emphasizing the close, lasting connection between NESCAFÉ® and its consumers.
