NestlÃ© this week relaunches its NescafÃ© Gold Blend instant coffee, in a bid to reclaim the brand’s premium status and attract younger consumers.
The £4m initiative has seen Coley Porter Bell revamp NescafÃ© Gold Blend’s identity and graphics, and Design Bridge update its structural packaging. The packaging is now being implemented globally across NescafÃ© premium instant coffees including Blend 37, Black Gold, Alta Rica, Cap Colombie, Kenjara and Espresso.
NescafÃ© Gold Blend senior brand manager Jane Aldridge briefed Design Bridge to ‘modernise’ the brand’s glass jar and strengthen its appeal to a younger audience, consultancy creative director, 3D design Neil Hirst says.
‘When we were appointed in 2000, the jar had been around for years [it was introduced in 1997] and had been designed in-house. It lacked the finesse that we subsequently added and appealed to the 45-plus age range. We wanted to move it down to consumers in their late 20s.’
The redesigned jar retains NescafÃ© Gold Blend’s signature ‘waisting’, but executes it in a more ‘refined, feminine way’, Hirst maintains.
CPB creative director Stephen Bell says the new-look identity and graphics aim to differentiate the brand in a category ‘saturated by copycat “gold” packaging. The original packaging is basically a golden scoop and a pile of beans. It’s old-fashioned and generic, and the image is just not compelling any more to a younger generation,’ he says.
The identity now boasts bespoke typography and taps into the language of fine jewellery with a hallmarked gold coffee bean. ‘The idea was to create a single-minded icon, and we loved the idea of creating something precious. We wanted [the graphics] to say, “This is the best; this is the gold standard”,’ Bell explains.
He adds that a brown background, which enables the coffee bean to ‘stand out’, and the application of the NescafÃ© branding on the vertical, enhance the product’s ‘premium’ status.
CPB, which started work on the project two years ago, was also responsible for NescafÃ©’s global identity overhaul in 2002 (DW 25 April 2002).