BACHELORS OF SCIENCE (HONS) CONSTRUCTION MANAGEMENT

CONSTRUCTION SYSTEM & ANALYSIS

( BCM 524)
NESCAFE REBRANDING
PREPARE FOR:
PN. ANI MASLINA BINTI SALLEH
PREPARED BY:
MOHD IDZWAAN BIN ALI 202!"2"!2
REDZUAN DOLLAH 202450#2
MUHAMAD HILMI BIN MUHAMAD SAU$I 202!4#54
HAIRULNIZAMI BIN ABD HALIM 20245"#%2
MOHD SHAFI& BIN HAMZAH 202!#'4
MOHD NOH ZUHAIRI MOHD (AMALI 202!2#%4
MOHD SYAFI& BIN NASSIR 20"4##
MD SALLEH BASRI 202!5!0'4
BUILDING DEPARTMENT
FACULTY OF ARCHITECTURE) PLANNING & SUR*EYING
UITM SHAH ALAM
Introduction
Nescafe has been an established brand since the early 1930s and is drank internationally. Therefore
why is it not the top coffee brand drank by the largest coffee drinkers - the Americans. The branding
is otdated and nappealing to the new generations and trendsetting Americans. ! shall rebrand
Nescafe so that it still appeals globally bt also reaches America more sccessflly. ! intend to
do this by making Nescafe a yonger" more social" considerate and energi#ing drink to make yo
reach yor fll potential each day. $irstly ! shall rearrange the logo with a %stamp like appeal similar
to competitors sch as &tarbcks. This shall add more personality to the logo making it more
'isally interesting to the yonger" academic generations. (y arranging the letters in a s)are and
positioning the registered trademark symbol after the %N*&" it will allow a sbtle recognition for the
poplar parent brand %Nestle. This shall emphasi#e Nescafes reliable brand identity that byers
already 'ale. Nescafe will ha'e a sbtle image in'ol'ed in the logo + a faint symbol of life. ! will
repeat this image on my packaging applications. This adds an essence of ethnicity and highlights
the %global appeal. The same color scheme shall be sed to keep Nescafe recogni#able. ,owe'er
! shall se a light cream backgrond on my applications making it appear fresher and yothfl. !
ha'e chosen to prodce a 100- recyclable refill packaging to help Nescafes ethical reptation
which has recently been damaged.
T+ S,--./012:
I intend to refresh the branding to appeal to a younger audience (mainly 17-24
academics)
I intend to improve Nescafes ethical reputation
I intend to ma!e Nescafe a more social and energising drin! instead of a home
comfort
Summarise

Not competing very "ell globally#

$articularly in %alaysia

&as recently had a bad ethical reputation

'randing appears too comforting and needs

to be more energetic# ( drin! that you dont
only drin! by yourself but "ith other
people
The Problem
The Solution

(d)ust the logo to have a *stamp li!e appeal# +imilar to

competing brands li!e +tarbuc!s#

,reate ne" applications "hich suggest concern for ethical

issues# &o"ever steer a"ay from fair trade concerns and
concerntrate on enviromental concerns#-ecylable pac!aging

Introduce Nescafe into ne" enviroments "ith Nescafe

.i/ueurs to enhance a social appeal
The Logo

&as a stamp li!e appeal similar to other e0siting brands

+eperating the *N1+ from the *,(21 subtly highlights the Nestle parent brand

3riginal colours of red4 blac! and "hite have been used to !eep Nescafe
recogni5able
The New Logo
2ran!lin 6othic 'oo!
-egular - 2iner sans serif typeface# 7he simplicity gives a fresher feel#
,apitals - 6ives a more dominent appearance and stresses its importance#
The Logo
Symbol Of Life
Old Packaging Style
seems not enthral to users and still using the old logo
the same design "ith other products Nescafe
Applications New Refill Packaging
Applications New Refill Packaging
Applications Liqueur
Applications Liqueur
Old Vending Machine Cup Style
Applications New
Vending Machine Cup Style
Applications New
Vending Machine Cup
Conclusion
Nescafe