Nescafé makes “red accent,” unveiling first-ever coherent visual approach across all markets

Nescafé has revamped its visual identity, that starts an era of a “unified, global look and feel” across all 180 countries where the popular instant coffee product is sold. This is the first time in the brand’s 75-year history that it develops a cohesive visual approach for every product across all the markets—the updates appear under the “It all starts with a Nescafé” slogan.

The brand that is loved equally in various parts of the globe deserved a universal visual language. The new visual positioning is packed with young vibe, energy and uses simple graphics, all to appeal to a younger generation of coffee drinkers yet stay recognizable to the loyal consumers as well.

The graphic composition includes the signature Nescafé red accent, taken from the modernized brand mark, as well as the iconic red Nescafé mug and a stylized “hub,” a graphic device which comes as an aerial view of a mug of coffee, states the press note. This revamp is part of the brand’s broader REDvolution that comes as a response to a shift in consumer behavior and a deeper engagement of younger consumers.

“Nescafé is our largest single brand, a CHF10 bn brand, and one of the cornerstones of our company. It is a symbol of Nestlé all around the world,” said Patrice Bula, Nestlé’s Global Head of Marketing. “But we live in a more globalised, social world and we realised that we needed a more unified, powerful umbrella for a brand like Nescafé—a single personality that could also be expressed differently in each country.”