For Nektar, coffee is a family affair. Following the successful family recipe since 1951, it has managed to gain the love and trust of the most demanding coffeephiles. The company had set to change its image in order to reflect the values and the excellent quality of its products. We undertook the task to redesign Nektar's visual identity with the purpose to take a company with history and bring it up to today's standards.
The lower case sans-serif font indicates the affordable character of the brand, while the geometric design of the typographic elements adds timeless value. Finally, the graphic twist in the design of letter K refers to the friendliness that characterizes the brand.
In order to capture the extroverted and friendly character of the brand, we chose yellow as the primary color with reference to energy, aroma and warmth — such as that of freshly roasted coffee. Free handwriting was also the central idea behind the design of the visual identity.
Handwritten typography, illustrations in freehand style and a vibrant color palette, compose the profile of a brand that is approchable, casual and accessible. Drawing inspiration from the last mid-century, we chose a monospace font for the main communication, which in combination with the rest of the elements, gives us a visual language with vintage influences, but modern aesthetics. During the design process, we contrived the basic motto of the brand “Family bound by coffee” as well as a series of other messages, wanting to emphasize the family philosophy.
A series of special papers were selected for the printed applications, while the embossing technique accentuates in a subtle way the text quotes which carry the basic values of the company.
With the occasion of celebrating the 70th anniversary since the establishment of Nektar, we were requested to design an anniversary package. With historical references to the tin boxes of the past, we chose to capture the history of the company, in the form of a timeline on a cylindric metal container. By rotating the container you can notice the entire course of the company, from the year of its foundation until today. The visuals applied on the package are a mix of elements taken from both the the old and the new identity.