Application
Taste and aroma are core Nescafé assets that could justify a higher price point in a competitive market based on their perceived premium quality.
"Smells like great value:
The proof of great value lies in the aroma."
In response to the brief, the creative team proposed a concept to design taste-inspired value messaging decals for application onto existing Nescafé product packaging and marketing materials.
Rather than creating decals solely for functional purposes, the approach focused on accentuating Nescafé's value proposition with taste and aroma cues. By incorporating cups-per-jar or cents-per-cup messaging and intertwining it with the brand's premium quality and core assets cues, Nescafé would effectively resonate with savvy consumers and underscore the great value of its products in the global markets.
As the designer on the brief, my role involved collaborating with the creative team to design the decals. I began by exploring various methods of visually interpreting aroma taste cues that seamlessly integrated into Nescafé's value messaging. It was essential for the messaging to remain legible while exuding the aromatic cues through graphic styling.
Halftone
Using a halftone screen graphic, whether in dot or linear format, captures the fluidity, movement, and hazy nature of steam or aroma, adding a dynamic graphic look to the typography.
Application
Taste and aroma are core Nescafé assets that could justify a higher price point in a competitive market based on their perceived premium quality.
"Smells like great value:
The proof of great value lies in the aroma."
In response to the brief, the creative team proposed a concept to design taste-inspired value messaging decals for application onto existing Nescafé product packaging and marketing materials.
Rather than creating decals solely for functional purposes, the approach focused on accentuating Nescafé's value proposition with taste and aroma cues. By incorporating cups-per-jar or cents-per-cup messaging and intertwining it with the brand's premium quality and core assets cues, Nescafé would effectively resonate with savvy consumers and underscore the great value of its products in the global markets.
As the designer on the brief, my role involved collaborating with the creative team to design the decals. I began by exploring various methods of visually interpreting aroma taste cues that seamlessly integrated into Nescafé's value messaging. It was essential for the messaging to remain legible while exuding the aromatic cues through graphic styling.
Steam
Utilising the steam from the cup to form the typography lends a realistic and captivating look. The photographic style allows the messaging to seamlessly blend within the steam.
Typographic
Manipulating the typography to mimic the undulating patterns of steam creates a visually engaging effect, enhancing the overall aesthetic of the design.
Shape
Employing script and hand-lettering fonts to depict the swirling nature of steam adds a touch of elegance and premium quality to the design. The shape of the steam typography may be set to mirror the iconic Nescafé accent, further reinforcing brand identity.
Kinetic
Rendering the typography as curved and bending line work mimics the sense of movement of steam and captures the rising motion of aroma from the cup, creating a dynamic visual representation.
Focus
To simulate aroma, a blurring technique could be used on the typography to add depth and realism, evoking the dynamic movement and appearance of rising steam. This provides a subtle yet impactful visual element to the typography.
It was agreed that the kinetic route, best captured the essence of the taste-aroma cues and could be used to effectively highlight key numerical attributes of the value messaging, such as '6 cents per cup' and '55 cups per jar.'
To ensure adaptability for different price points and messaging requirements across global markets, this evolved into a full set of bespoke typographic numbers in the kinetic style.
Each number was hand-drawn and refined to ensure optimal legibility while preserving the aroma-based cues. Following this, I designed a set of graphic icons to maintain full typographical edibility. Consideration was also given to their ability to accommodate various colour styles, allowing for seamless integration with the different creative styles of the Nescafé range.
To enable customisation of the messaging, while maintaining visual consistency, I also produced accompanying 'icon customisation guidelines' that would accompany the value messaging toolkit to the various global markets.
Nescafé
Smells like great value
Design, Icon Design, Guidelines, Artwork.
Confronted by the challenges posed by the cost of living crisis, Nescafé aimed to highlight the genuine value of their products.
Nescafé sought a solution that would highlight their value proposition without having to generate new creative for their full product range. The solution needed to be easily administered across all existing point of sale (POS) and seamlessly integrate with the full Nescafé range without devaluing the premium quality of any brand positioning.
