Brand Localization and Redesign of Nescafe in Vietnam

nescafe nestle vietnam packaging design brand localization by square44

Background

NESCAFE is the Uber brand for coffee, worldwide. Brand localization is against the strict branding & design guidelines and this created issues for NESCAFE in Vietnam.

Vietnam has a strong coffee culture and their traditional way of coffee brewing and consuming. The brewing happens as drip coffee through an alloy filter set on top of a cup, adding ground coffee powder and let the boiling water run through. This assures the Vietnamese coffee experience, strong and flavorful. Nowadays coffee in Vietnam is consumed mainly ice cold due to the tropical climate.

NESCAFE RTDs and their 3in1 instant products did not perform well against local Vietnamese power brands addressing the coffee culture and refreshing cues the consumer is looking for better. NESCAFE lost out against a strong local coffee culture!

nescafe nestle vietnam coffee culture by square44

Objective

How to win Vietnamese consumer for NESCAFE?

Bold Idea

We removed the NESCAFE Red Cup from the pack to show an iced coffee instead to match consumer needs and expectations. Taking out the Red Cup was a critical point and against the branding & design guidelines and we needed to get approval from HQ in Verve first!

nescafe nestle vietnam packaging design brand localization by square44

nescafe nestle vietnam packaging design brand localization by square44

nescafe nestle vietnam packaging design brand localization by square44

nescafe nestle vietnam packaging design in retail context by square44

nescafe nestle vietnam packaging design brand localization by square44

At the NESCAFE RTDs we emphasized the typical Vietnamese coffee names CAFÉ VIET and CAFÉ SUA DA and created an iconic symbol, reassuring the coffee experience and authentic Vietnamese coffee culture.

nescafe nestle vietnam packaging design brand localization by square44

nescafe nestle vietnam iced coffees ice coffee rtd coffee canned coffee packaging design by square44

Brand Localization Result

The brand localization of NESCAFE in Vietnam (without loosing its identity) created a better market performance! After redesigning NESCAFE 3in1, it became the best-selling SKU of the NESCAFE instant portfolio in Vietnam!

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Inspired? Would you like to discuss how to better connect with consumers or how to improve brand localization for your brand? Or just in need of a new packaging design? Get in touch here, to start a conversation today!

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