Coley Porter Bell last week presented first-stage concepts for a revamped global identity for NescafÃ©, due to launch later this year.
Work includes the redesign of packaging, point-of-sale material, vending machines and cafÃ©s 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 NescafÃ© portfolio.
‘[NescafÃ©] needs a master identity that works through all the guises of the brand. At the moment it doesn’t have that consistency,’ she says.
NestlÃ© is planning the NescafÃ© 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 NestlÃ©.
NestlÃ© 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 NestlÃ© roster.
FutureBrand has worked with NestlÃ© for ten years.
NestlÃ© also relaunched its best-selling NescafÃ© Original brand in October last year, with redesigned packaging by Design Bridge. The consultancy, which is on the NestlÃ© roster, was briefed to redesign the look of the brand to appeal to a younger audience.