“Feito de Jeitos”: Nespresso Celebrates Brazilian Coffee Diversity with Localized Campaign & Modular Visual Identity
A resounding success in 2016, Cafezinho do Brasil returned in 2019 with a vibrant relaunch. This time, FutureBrand crafted the entire campaign locally, deeply rooted in Brazilian identity.
Embracing and celebrating the diverse ways Brazilians enjoy coffee, the campaign’s core idea was captured in its playful tagline: “Feito de Jeitos.” This translated into a modular visual system composed of various elements, each representing a cultural touchstone like music, botany, art, or architecture. When combined, these elements came alive, reflecting the vibrant tapestry of Brazilian life and its beloved coffee ritual.
Inspired by the fragmented language of architect Athos Bulcão, the illustrations offered endless possibilities for design and color. This modularity mirrored the fluidity of Brazilian speech and invited audiences to co-create their own coffee moments.
Coffee is a cornerstone of Brazilian culture, present in over 90% of homes and brewed with countless personal touches. The campaign’s welcoming cafe reflected this diversity, showcasing how differences bind Brazilians together around a shared love for coffee. Cafezinho do Brasil championed inclusivity, embracing every way to enjoy a cup – after all, it’s your way! The playful tone celebrated Brazilian accents, slang, and expressions, making consumers feel seen and celebrated.
Relevance and Impact
As one of the first regional campaigns with a locally developed voice, Cafezinho do Brasil resonated deeply with Brazilians. The voice interacted with consumers across touchpoints, inviting them to share their unique coffee rituals. This authentic connection resulted in impressive results: 93% positive interactions, over 5 million coffees sold, and extensive media coverage. It’s a testament to the power of celebrating what makes a brand truly local and engaging.