Nescafé Gold had long held the lead in Malaysia’s premium soluble coffee segment, but the domestic coffee scene was evolving rapidly. Rising affluence and a growing café culture had produced discerning consumers with heightened expectations for authenticity and flavour, both in cafés and at home. The challenge was to bring the essence of this emerging coffee culture to life on Nescafé Gold Mixes packaging, enhancing the perception of quality and barista-crafted flavour experiences.
We addressed this by introducing premium visual cues — metallic finishes, rich dark tones, and elevated product photography that highlighted flavour and texture. The approach unified the range while maintaining distinctiveness across variants. On the back-of-pack, we deepened the café culture narrative with smoky, barista-inspired imagery, creating a sense of craftsmanship and authenticity that resonated with coffee aficionados.
Launched in early 2020, the refreshed packaging successfully reinforced Nescafé Gold Mixes’ premium positioning. It enhanced shelf presence, improved product navigation, and strengthened engagement with discerning, flavour-conscious consumers. By translating the vibrancy of Malaysia’s café culture into tangible, visual storytelling, the brand maintained relevance and appeal among the critical segment of modern coffee drinkers.