Nescafe Dolce Gusto Current Branding

Current Nescafe Dolce Gusto Brand Guidelines - Logo design, colour palette and fonts

"STAY IN TUNE WITH THE NESCAFÉ DOLCE GUSTO BRAND

It’s important that the audience receives a consistent picture of how NESCAFÉ Dolce Gusto looks." (Taken from the Nescafe Dolce Gusto YCN brief)

Because the brief makes it very clear that the client wants the brand to be consistent with current NDG branding, I made sure that I identified how Nescafe communicate their Dolce Gusto products. From the samples below, I understood that they present a range of colours on their branding - this tells me that there's going to be a range on offer and there's not just one product. Looking at the middle sample, you can see a QR code. This tells me that NDG expect their audience to have a mobile phone to scan a QR code. This tells me that they expect the viewer to own a smart phone and be tech savvy - most likely being a younger audience. Coffee shop quality tells me that this product is premium; nescafe aren't advertising a cheap product here, they expect the audience to be willing to pay a premium price for the product. This tells me that the younger audience will be independent, probably a home owner, and someone who prioritises their spending on accessories, like clothing, fashion, and good coffee.

Samples of NDG Advertising

Understanding the brand is essential because I need to communicate this in my design. The things that I can identify from the brand are:

• Colour - Emphasising on the product range
• Round shapes - A bubbly, fun, happy personality
• Quality - "Coffee shop quality": A premium product
• Young audience - Imagery of young people featured on banners, QR codes and an exciting fresh colour scheme to the brand

Taking these into account, I will ensure that I communicate this in my design concept. It's essential that I do this to meet the brief.