NESCAFE
FE
A brand platform hidden in plain sight.
The word FE had always been hiding inside the Nescafé logo. We simply revealed it. At a moment when the U.S. Hispanic community needed hope, a hidden detail became a powerful brand platform.
ROLE
Senior Art Director
Creative Concept
Art Direction
Integrated Campaign
Comercial Production
BIG IDEA
Sometimes
the best ideas are already inside the brand.
We simply uncovered one. By revealing the hidden word FE within the Nescafé logo, we transformed two existing letters into a platform of optimism for the U.S. Hispanic community.
OUT OF HOME
A simple visual system turned the hidden word FE into a message people encountered throughout their day—with almost no production cost.
ONE IDEA.
MULTIPLE
TOUCHPOINS.
A flexible visual language designed to live naturally across outdoor, retail and digital channels. One simple idea. Endless possibilities.
One hidden word.
A million moments of hope.
Creative Concept • Art Direction • Brand Platform
