With the rise of coffee as a cultural phenomenon, instant coffee has lost marketshare hand over fist. Even supermarkets have become a battleground between ‘real’ and instant. Our packaging and promotional material for Nescafé’s premium instant range, Collections, used type, illustration and colour to infuse the product with a sense of quality. In advertising we used distressed roller marks and decorative type to give a rustic, authentic flavour to this instant range, which is sourced in South America and Africa.