PROJECT DESCRIPTIONCoffee Mate, an iconic brand with a rich heritage and a dedicated following worldwide, sought to evolve its identity to resonate with a new generation of consumers andadapt to the shifting marketplace. Leading the refresh, we updated the logo and reimagined the front-of-pack photography to enhance shelf visibility, improve readability, and boost appetite appeal.
The updated design preserves the brand’s equities while appealing to the evolving tastes of today’s consumers, strengthening shelf presence and increasing consumer engagement. The refresh also optimized on-pack communications, making key product information more accessible and impactful at the point of purchase.
SCOPE & SERVICES
On-Set Art Direction, End-to-End Photoshoot Concept & Production, Design Direction
The updated design preserves the brand’s equities while appealing to the evolving tastes of today’s consumers, strengthening shelf presence and increasing consumer engagement. The refresh also optimized on-pack communications, making key product information more accessible and impactful at the point of purchase.
SCOPE & SERVICES
On-Set Art Direction, End-to-End Photoshoot Concept & Production, Design Direction
Before
After
CREDITSCoffee Mate, Nestlé USA | Creative Direction: Cherith Victorino | Art Direction: Alen Catolico | Agency Partner: Sterling Brands | Photography: Francesco Tonelli | Retouching: Mike Whepplo