Nescafé has unveiled what it claims is a "major rebrand" but with the only released image showing minor design tweaks, I hold my reservations. With its timeless yet conventional design contending in a climate where coffee packaging is trendier than ever, can a major brand like Nescafé keep up with the competition, and is its caffeinated heritage enough to keep it afloat?
While we've seen our fair share of the best (and worst) rebrands in the past year, Nescafé's new look feels somewhat understated compared to the latest trends in coffee packaging design. With smaller brands opting for a more bespoke, illustrative approach, is Nescafé's brand constrained by its instant appeal?
