Nestlé Professional presented its new design for its leading brand Nescafé Alegria together with its line of coffee machines for the health care, institutional as well as consumer with the debut of its flagship stand by Qupix in Utrecht. Qupix met the challenge of balancing the brands with a clear focus on Nescafé Alegria within the prominent corporate brand of Nestlé Professional. This was achieved by skillfully translating the tension by placing the product focus on inside of the structure, strongly supported by the corporate branding on the perimeter.

Branding is achieved in a compact, attractive and familiar environment: The new coffee machine is at home in the kitchen adjacent to a welcoming living room easily identified as Nestlés own. Inspiration and ownership is inspired through animation: The cartoon effectively and subtly promotes the new machine in the Nestlé family of coffee makers. The retro style of the images connects the past and the present eluding visitors own memorable coffee time experiences. The atmosphere welcomes the visitor and recalls the healing qualities of those ‘good talks over a cup of coffee”

Design: Qupix
Photography: Adriaan van Dam