Coley Porter Bell brews Nescafé brand concepts

Coley Porter Bell last week presented first-stage concepts for a revamped global identity for Nescafé, due to launch later this year.

Coley Porter Bell last week presented first-stage concepts for a revamped global identity for Nescafé, due to launch later this year.

Work includes the redesign of packaging, point-of-sale material, vending machines and cafés and will secure a six-figure fee for the consultancy, according to Coley Porter Bell chief executive Cheryl Giovannoni.

Giovannoni says the consultancy has been briefed by the client to achieve brand consistency across the Nescafé portfolio.

‘[Nescafé] needs a master identity that works through all the guises of the brand. At the moment it doesn’t have that consistency,’ she says.

Nestlé is planning the Nescafé tie-ins with youth brands including Ministry of Sound and with brands such as Burger King and homeless charity Shelter.

The project does not include a name change for the brand, which is owned by Nestlé.

Nestlé refuses to comment on the work.

The consultancy, which started work on the project at the end of March, beat Design Bridge and FutureBrand in a strategic pitch to secure the job. It is not on the Nestlé roster.

FutureBrand has worked with Nestlé for ten years.

Nestlé also relaunched its best-selling Nescafé Original brand in October last year, with redesigned packaging by Design Bridge. The consultancy, which is on the Nestlé roster, was briefed to redesign the look of the brand to appeal to a younger audience.

Latest articles