• Nescafe Excella Hokkaido no Bokujo Caffè Latte1
  • Nescafe Excella Hokkaido no Bokujo Caffè Latte2
  • Nescafe Excella Hokkaido no Bokujo Caffè Latte3
Nescafe Excella Hokkaido no Bokujo Caffè Latte1 Nescafe Excella Hokkaido no Bokujo Caffè Latte2 Nescafe Excella Hokkaido no Bokujo Caffè Latte3

Nescafe Excella Hokkaido no Bokujo Caffè Latte

Nestle

It's Green Up North
Hokkaido is the largest and most northerly of the four main islands in the Japanese archipelago. Less mountainous and cooler than the rest of the country, it is rich in pastureland and thus home to much of the dairy farming in Japan.

Nescafe's Hokkaido no Bokujo ('Hokkaido Pasture') Caffe Latte is a brand of ready-to-drink coffee drink sold in convenient single-serve stick-shaped packets. It uses only the best Hokkaido milk.

Creative Design
The design is casual and lively. It expresses the fresh and natural image of Hokkaido and includes the red mug, a key visual element in Excella's brand equity.

When the packages are lined up on the store shelf, the sides of the red mug join together (as in the accompanying photograph) to effectively boost the product's presence on the shelf.

Excella had a very loyal user base in Japan, but they tended to belong to an older age bracket. One issue Nescafe therefore wanted to address was how to win over a new, younger audience with this drink, while not striking a discordant note vis-à-vis the rest of the product line-up.

Bravis' answer was to add lots of color to the brand's traditional key black color. This injected a sense of the casual and the contemporary into the brand and boosted its appeal to the young.

Services
- Brand Identity
- Package Design
Nestle Other Project
- Nescafe Excella
- Nescafe Excella Bottle Coffee
- Nescafe Excella Hokkaido no Bokujo Caffè Latte
- Maroyaka Latte Ga Tsukureru Excella
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- Nescafe Home Café Premium
- Homecafe
- Nescafe Barista
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- Nestea Series
- MAGGI
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- Nestlé Brite Café à la Carte
- KonKonsui
- Nestle KitKat Otona no Amasa
- Nestlé KitKat Otona no Amasa White
- Nestle' KitKat Otona no Amasa Green Tea / Raspberry
- Nestlé Krematop
- Resource PemPal

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