Introduction
Global 3D packaging redesign for Nescafé Original and Gold Blend
coffee jars.
Challenge
Nescafé had long been the world's number one instant coffee but
own-label copycats were snapping at its heels and the brand needed
to protect itself with a forward-looking, distinctive and ownable
jar.
Solution
Extensive research identified Nescafé as a favourite everyday
premium and 'The Friend in Your Kitchen', inspiring our ergonomic
3D design to reflect this warm and welcoming brand personality. We
followed this up with our redesign of the premium Gold Blend jar,
which was not only lighter and, therefore, cheaper to produce but
increased cost savings and production efficiency even more by using
the same footprint as the Nescafé Original jar. More than a decade
later, Nescafé is still the market leader.