In a previous blog I was quite scathing about the undifferentiated mass of big foam shots in this category of instant coffee shop favourites. But one glance at this new design convinced me that Nescafé identified the problem and now own this shelf.
Although the spoon of shaving (I mean coffee) foam is superbly executed and very appetising (if more than slightly overpromising), the real power of this design lies in the simple brown circle containing the branding and product information. This provides an oasis of coffee (taste) authority in a pack that would otherwise descend into sensory overload. The balance works incredibly well on shelf.