This piece of work has redefined the visual identity of the Moccona instant coffee brand. The brand has always had a strong connection to the idea of ‘old Europe’. It had thrived on a rich narrative, entwined in fairytales with a premium feel and had truly been a princess among the commoners of the instant coffee category!

Consumers told us that whilst this was all lovely, and escapist, it was something they found unrelatable.

Within the agency walls, we described the Moccona brand as being in the ‘Autumn’ of her life and in many ways what we were doing with this piece of work, is bringing her back to the ‘Spring’ of her life, and in doing so giving her a touch of European joie de vivre.

The aesthetic result is modern, clean and slightly playful. Moccona is no longer 55+ years old, she is now younger in years and spirit, a woman of today full of a life, still with a touch of decadence.