NESCAFÉ
Global Co-Branding Guardrails
Co-Branding Development. Messaging Strategy and Copy. Co-Branding World. Global Co-Branding Guardrails.
Agency CBA Paris
CBA Paris had recently rebranded NESCAFÉ, a huge project that marked a new chapter for the world’s most iconic coffee brand.
At the point I was brought on board the rebrand had already launched D2C instore. My role was to help CBA Paris create robust guardrails for co-branding partnerships. This included further development of the brand system, messaging strategy for path to purchase, brand world concepts and defining executional rules for third party partners such as cafés, hotels and service stations.
As well as developing the design principles for path to purchase and path to consumption, my contribution to the project also included design guidance for self-serve units and the Iconic Serve suite of cups.
The co-branding guardrails will be used on a global scale across 180 markets – ensuring consistency and quality brand experience.
Disclaimer: Any simulations on the following pages including co-branding partner logos are for demo purposes only and any resemblance is purely coincidental.
Based on strategic content defined themes, I designed a suite of example key visuals used through the guardrails and brand world.
As part of the path to purchase/path to consumption principles I art directed a series of CGI visuals identifying typical key points of brand interaction.
As part of the guardrails I also created product design guidance for the Iconic Serve family. A suite of reusable and single use cups and glasses, designed for superior drinking pleasure whilst firmly adhering to NESCAFÉ’s sustainability commitments.
My recommended design of the ceramic cup was informed by key insights from Baristas and coffee experts, considering shape, thickness and material for the very best sensory coffee experience.
While the shape is classic and understated, the coloured base and sandblasted brushstroke accent add a distinctive edge. Available in six NESCAFÉ colours there is a collectability factor, encouraging repeat purchase.
Additionally, engaging messages can be added to the Iconic Serves to add personality and create a dialogue with consumers.