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 2012672762REDZUAN DOLLAH 2012415032MUHAMAD HILMI BIN MUHAMAD SAUKI 2012643154HAIRULNIZAMI BIN ABD HALIM 2012457382MOHD SHAFIQ BIN HAMZAH 2012631194MOHD NOH ZUHAIRI MOHD JAMALI 2012623184MOHD SYAFIQ BIN NASSIR 2011117433MD SALLEH BASRI 2012656094

BUILDING DEPARTMENTFACULTY OF ARCHITECTURE, PLANNING &

SURVEYINGUITM SHAH ALAM

Introduction

Nescafe has been an established brand since the early 1930’s and is drank internationally. Therefore

why is it not the top coffee brand drank by the largest coffee drinkers - the Americans. The branding

is outdated and unappealing to the new generations and trendsetting Americans. I shall rebrand

Nescafe so that it still appeals globally but also reaches America more successfully. I intend to

do this by making Nescafe a younger, more social, considerate and energizing drink to make you

reach your full potential each day. Firstly I shall rearrange the logo with a ‘stamp like’ appeal similar

to competitors such as Starbucks. This shall add more personality to the logo making it more

visually interesting to the younger, academic generations. By arranging the letters in a square and

positioning the registered trademark symbol after the ‘NES,’ it will allow a subtle recognition for the

popular parent brand ‘Nestle.’ This shall emphasize Nescafe’s reliable brand identity that buyers

already value. Nescafe will have a subtle image involved in the logo – a faint symbol of life. I will

repeat this image on my packaging applications. This adds an essence of ethnicity and highlights

the ‘global’ appeal. The same colour scheme shall be used to keep Nescafe recognizable. However

I shall use a light cream background on my applications making it appear fresher and youthful. I

have chosen to produce a 100% recyclable refill packaging to help Nescafe’s ethical reputation

which has recently been damaged.

To Summarise:• I intend to refresh the branding to appeal to a younger audience (mainly 17-24 academics)• I intend to improve Nescafe’s ethical reputation• I intend to make Nescafe a more social and energising drink instead of a home comfort

Summarise

Not competing very well globally. Particularly in Malaysia

Has recently had a bad ethical reputation

Branding appears too comforting and needs to be more energetic. A drink that you don’t only drink by yourself but with other people

The Problem

The Solution

Adjust the logo to have a ‘stamp’ like appeal. Similar to competing brands like Starbucks.

Create new applications which suggest concern for ethical issues. However steer away from fair trade concerns and concerntrate on enviromental concerns.Recylable packaging

Introduce Nescafe into new enviroments with Nescafe Liqueurs to enhance a social appeal

The Logo

Has a stamp like appeal similar to other exsiting brands Seperating the ‘NES’ from the ‘CAFE’ subtly highlights the Nestle parent brand Original colours of red, black and white have been used to keep Nescafe recognizable

The New Logo

Franklin Gothic Book • Regular - Finer sans serif typeface. The simplicity gives a fresher feel. • Capitals - Gives 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 with 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 NewVending Machine Cup

ConclusionNescafe