Nescafé Sales Campaign
Role: Art Director, Illustrator
Creative Lead: Vinicius Montana
Designed to drive Nescafé’s premium Origens and Gold lines, the project set out to connect consumers with the universe of high-quality coffee, transforming curiosity into buying intention. The objective was to build an educational journey that enhanced perceived value, demonstrating that premium coffees are not complicated — but instead offer a richer, accessible, and rewarding experience right at the moment of purchase.
From information to desire
Building on the concepts established by the client, we brought this brand territory to life through point-of-sale activations: printed materials, quick-reference guides, and distributed assets that explain, in an accessible way, the differences between beans, roast levels, sensory notes, and preparation methods. To enhance this information visually and instantly, we created a bespoke iconography system for the campaign, inspired by raw materials and café utensils, resulting in symbols that attractively connect consumers to the brand’s premium world.
Turning coffee into an experience
Focusing on point-of-sale activations, we developed a workshop concept for selected supermarkets designed to make the differences in coffee characteristics and quality more tangible for consumers. The experience recreates the feeling of professional coffee preparation within a home setting, connecting audiences to the premium lines through practical demonstrations. To enhance engagement, the activations would also feature guided tastings and branded giveaways, fostering a direct and immersive interaction with the product.
