Ready-to-drink coffee is often sold as a quick boost. Nocaff takes the opposite pace, so the identity had to make that difference feel appealing while still giving the can enough presence to compete on a busy shelf.

The first cream can with blue lettering felt too subdued, so the colours were reversed and bright blue became the dominant shelf cue. A weighty wordmark keeps the pack direct, while the sloth gives the slower proposition a simple character with some humour. Campaign copy and relaxed lifestyle imagery extend the same attitude into moments where coffee is enjoyed without urgency.

The system turns the slower pace of decaf into the brand's main source of character. The blue can carries the shelf presence, while the sloth and campaign direction give Nocaff a voice that can extend beyond packaging.

Self-initiated

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