Coffee is all the craze in Singapore, and NESCAFÉ wanted to leverage that. They wanted to entice & include the younger generation in their portfolio, and also convert the traditionalists to try out NESCAFÉ’s traditional flavours. Basically, NESCAFÉ Singapore wanted to host a huge coffee party – and we were invited to give the coffee party its theme & identity.
Having worked with NESCAFÉ India for over a decade, we knew the world of NESCAFÉ, and the world of Coffee in-and-out. The subtleties, the nuances, the complexities of a project of this scope & scale were just up our alley. And whatever we didn’t know about the world of coffee in Singapore, our ever-curious, ever-inquisitive minds were keen on learning.
After delving deep into the coffee culture of Singapore, we came up with the concept of “The Singapore Coffee Fiesta” where coffee lovers – purists, explorers, casual drinkers, were all invited to experience a “fiesta” of coffee.
The visual aesthetics for this identity were kept close to the world of the brand so that the brand connect never gets lost in the mix. The art-style was kept youthful, cool, & casual, perfectly in-line with the world of NESCAFÉ. Keeping the identity & aesthetics in mind, a bunch of collaterals were rolled out, that was leapt up by the coffee lovers in Singapore.
With the support of Singapore’s government, and the sweat & toil of PRAKRIA & NESCAFÉ Singapore’s brand team, The Singapore Coffee Fiesta was a massive, resounding success; giving us another feather in our cap in the Global Market.