Nescafé
Café Viet
Roast & Ground
Leveraging Vietnam's Unique Coffee Culture
- Brand Strategy
- Brand Architecture
- Creative Development
- Packaging Design
- OOH Campaign
- Production
Nescafé / Café Viet, Vietnam
The Challenge
Nescafé in Vietnam was well-known for its 3-in-1 instant coffee. As the brand entered the Roast and Ground segment of the market, which involves preparing coffee with a traditional filter using 100% real coffee, it was crucial to effectively communicate the key difference to the consumer.
The Insight
To highlight the authenticity of the product and emphasize its 100% real Vietnamese coffee, we tapped into local culture by incorporating the traditional Vietnamese coffee filter, known as the ‘Phin’, into the packaging design.
The Impact
By making the entire pack look like a Phin coffee filter, we reinforced the message of genuine, high-quality Vietnamese coffee, distinguishing the pack from the competition and aligning with local coffee traditions.
The Challenge
Nescafé in Vietnam was well-known for its 3-in-1 instant coffee. As the brand entered the Roast and Ground segment of the market, which involves preparing coffee with a traditional filter using 100% real coffee, it was crucial to effectively communicate the key difference to the consumer.
The Insight
To highlight the authenticity of the product and emphasize its 100% real Vietnamese coffee, we tapped into local culture by incorporating the traditional Vietnamese coffee filter, known as the ‘Phin’, into the packaging design.
The Impact
By making the entire pack look like a Phin coffee filter, we reinforced the message of genuine, high-quality Vietnamese coffee, distinguishing the pack from the competition and aligning with local coffee traditions.
