Nestlé approached Art Center to strategize how to increase sales for their sub-brand Coffee-mate by appealing to a younger demographic, without losing its existing clientele. We were asked to create a design solution that would influence new opportunities for the future generation of coffee preparation rituals.
In collaboration with graphic, photo, and product design teammates, I pitched an identity update, product development for the current and new line of products, a campaign launch, and a visualization of the branded retail environment for the next generation of Coffee-Mate. For an inside look at what we showed the chiefs at Nestlé, click here.
Coffee-mate is an ode to the everyday superheroes of the present. We're all a hero in some kind of way, whether that means acing that algebra quiz, working three jobs to pay for the month's rent, or landing that dream internship. And what do we superheroes need to get through these hectic days? Coffee. And coffee needs creamer. Coffee-mate is coffee's best sidekick.
Logo evolution — the simplified reincarnation allows the emblem to breathe, as it is no longer enclosed in its heart shell. It accentuates Coffee-mate's signature hyphen, transforming it into the spark in our day to day lives when we choose to add creamer to our coffee. The bolt stimulates curiosity and encourages users to find out the story behind the brand, establishing an emotional connection, keeping the heart and soul of the brand alive while we simplify the brand. It also features a greater contrast in scale between the Nestlé and Coffee-mate logos, and brings the logo back onto a horizontal axis.
New design decisions — featuring a new red, a new shape, and new products. Our field research and insights show that many consumers recognize Coffee-mate by its signature red cap. We've kept the red caps but upgraded it to a deeper red inspired by a superhero's cape. The new angled cap faces the embossed bolt at the consumer, so the product is identifiable by the just caps, even when the creamer is stored in bunker fridges and labels are hidden.
Stacks — a new product meant for low commitment shoppers who like to experiment with new flavors, especially during the holidays. They are most significant in masses, so merchandisers have a great opportunity to create interesting visuals for store display. We've also designed a custom end cap where shoppers can dig through and make their selection from assorted buckets.
Launch campaign — just a few of our quintessential superheroes out saving the day: the grandma, the business intern, and the skater boy.
Getting familiar with my teammates + existing Nestlé Coffee-mate products.