Nescafe Goldblend from Nestle Japan is long time popular brand since introduced to market in 1967. For fortieth anniversary in 2007, renewal work was carried out.
The challenge of the project was further appeal of “mild taste and elegant aroma” and “quality feeling” that was primary distinction of the product, while maintaining the key visual effect supported by royal users.
A new image was tried to be created by proactively using gold color scheme carrying “elegance,” “mild feeling” and “quality,” and also adding a gentle curve depicting a waft of aroma.
(Gra)