Nescafé
Masterbrand redesign and new brand architecture for the world's biggest coffee brand
Nescafé is the biggest coffee brand in the world. But that scale had created fragmentation. Sub-brands had multiplied, the portfolio had lost coherence, and the brand's singular power was getting lost.
Working with CBA Design, I was the lead brand strategist on a full global redesign. Through semiotic analysis, market audits and stakeholder interviews, we distilled the brand to its essence — identifying the iconic assets worth keeping and elevating, from the wordmark to the distinctive red accent.
From there, I developed a new experience-first brand architecture built around four universal consumer pillars: Stimulating, Immersive, Discovery and Wellbeing. This gave every market a shared language, clear portfolio navigation and a robust framework for future innovation.