As one of the world's largest producers of coffee, Nescafé has always been passionate about preserving the natural origins of coffee-growing regions and giving back to coffee farmers.
A design for frahling lovers
As Chile's leading premium filter coffee brand, Nescafé wants to enter the roasted and ground coffee category with Fina Selección. Our task was to find a way to take consumers on a journey to South America, to the origins of Chilean coffee culture A design concept was to be developed that would embrace Chilean nature and traditional cultural assets.
Emotional design concept for the Chilean market leader
By combining visual codes and the look & feel of Nescafé Fine Selección, a modern and emotional design concept was created that reflects the special taste experience of the Alta Rica and Colombia varieties.
While the brand characteristics of Nescafé Fina Selección are maintained, the codes and cues of the roasted and ground coffee category play a major role in the designs. The storytelling of the individual product origins within the range has been pushed to the limit, targeting the progressive connoisseurs in Chile who are experts in coffee.