With the explosive growth of specialty Seattle-style coffee shops like Starbucks, consumers are now demanding a greater variety even in the coffee they drink at home.

With the telling tagline 'We Love Variety', Nescafe Homecafe is a new line of authentic, café-style coffee drinks to enjoy at home. They key flavors in the line-up are frothy and rich-tasting cappuccinos and lattes which can be made just with the addition of boiling water--and a good stir.

The package actually balloons out slightly to the front like a sail to give an impression of rich, generous flavor (this is nicknamed 'the aroma shape'), and the whole design is highly contemporary as befits a completely new product category. A line-up of teas was subsequently added, where the emphasis was once again on communicating the ingredients and flavor.

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