Nescafé
Nescafé is Nestlé's instant and soluble coffee brand, sold in most countries in the world, with a sourcing programme working directly with growers.
Warm heavy headings, generous and rounded. Body copy is small and plain. The cup and the red mug are the visual anchor.
make a health claim about caffeine
imply instant coffee is inferior to what we sell
show a farm without a sourcing statement
It starts with a cup.
Everyday and encouraging. The cup that starts the day, not a connoisseur lecture.
People who drink coffee at home or at work every morning and are not buying a ceremony.
+The first cup of the day
+Growers getting paid properly
+Coffee without ceremony
×Coffee snobbery
×Ceremony over the drink
×Farms treated as a supply line
would die on
A good cup should not require a ritual or a barista.
