Package Design - May 2015 - 16

It is a testament to the power of revitalization and reimagining to fit
modern consumers' needs.
For this instance of Package Design Matters, we met up with Ximena
O'Reilly, global head of visual identity and design at Nestlé S.A. at Shakespeare Theater on Chicago's Navy Pier. This, at a time, when Nestlé's iconic
Nescafé brand is undergoing a revitalization and re-imagining.
"I will admit something on camera right now," O'Reilly shares with me.
"I am a Nespresso drinker. I love Nespresso, but I also now love Nescafé. I
couldn't say that two years ago." Nespresso is a wildly popular coffee
option at fine dining restaurants in Europe, which I always considered a
highlight of international travel. Like O'Reilly, I considered Nestlé's other
instant coffee options, such as Nescafé and its counterpart in the U.S.,
Taster's Choice, to be the choice of my parent's generation not mine. But
Nestlé aims to change the opinions of consumers in O'Reilly's and my generation and younger.
"But I have been pleasantly surprised because there have been a lot of
new innovations, not just in some of our traditional Nescafé products,"
she adds, "but more specifically in some of the new ways that people are
coming into the coffee franchise."

SHARING THE KNOWLEDGE

A

s global head of visual identity and design at Nestlé
S.A., Ximena O'Reilly is based in the headquarters in
Switzerland. Her global role often has her traveling to

different international markets to consult on their designs and
recognize opportunities. To leverage that design knowledge
company-wide, she uses Salesforce Chatter to inspire and educate. "I'm sure on this trip, I'll see some interesting visual identity
work or packaging and post it to Chatter with some commentary," O'Reilly says. "I can post it to the whole organization, all
380,000 employees of Nestlé could see my post if they so
choose, or to specific groups within Nestlé. For example, I have a
group of followers that discuss packaging specifically."
In addition to her online learning activities and in-market
consultations, O'Reilly has created design workshops for Nestlé.
The Five Senses workshop looks at the multi-sensorial properties
of the brand and helps develop an understanding of multisensory design across departments. "This makes it easier to say, 'this
isn't just about packaging; it's about how our brand comes to
life from the look to the feel," she explains.

16

MAY 2015

PIVOTING TO MODERN TASTES
AND COMMUNICATION CHOICES
Nescafé recently launched Shakissimo in Europe. The chilled, milk-rich,
ready-to-drink coffees are packaged in cup that, when shaken, creates a
creamy froth. Other successful introductions include Japan's Barista system
and Nescafé Milano Lounge machines, designed for hotels, restaurants and
offices. In Thailand, Nescafé launched
the Nescafé Red Cup machine.
In the U.S., we're seeing that
recommitment to the Nescafé brand
with the repositioning of Taster's
Choice as Nescafé Taster's Choice. The
new brand leverages the history of
Nescafé and recognizes how much
more connected consumers of all
countries are today. This is part of a
move toward a unified, global look
and feel across all products in the 180
countries where the coffee is sold. For
the first time in the brand's 75-year
history, each and every Nescafé product will share the same visual identity
and use the same new slogan: "It all
starts with a Nescafé."
The unified approach to packaging design, communication and digital strategy for Nescafé, drunk at a
rate of 5,500 cups each second, features several key design elements
developed with new, younger consumers in mind. These include the Nescafé red accent, taken from the modernized Nescafé brand mark, the

"I will admit
something on

camera right
now," O'Reilly
shares with me. "I
am a Nespresso
drinker. I love
Nespresso, but I
also now love
Nescafé. I
couldn't say that
two years ago.

"



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
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Package Design - May 2015 - 73
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Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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