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 design the repositioning of the Nektar brand in order to highlight the tradition, in combination with the innovative ideas required by today's standards.
The aim was to showcase Nektar’s core values; such as friendliness, tradition & family, through a modern, clean and effective design. In order to stand out in a traditionally conservative market such as Greek coffee’s, we chose an all-white packaging, on which the tradition is reflected through black and white family photos — while the abstract shape of the coffee bean creates a strong iconic element that makes it stand out from the competition and at the same time reflects the modern character of the brand. In addition, the changing colours on the iconic bean helps distinguishing the range of the product line.