Creating coffee moments with Nestlé

How Nestlé refreshed its Buondi brand to encapsulate the Australian way of life.

It’s difficult to imagine what life would be like without coffee. The beverage is more than just a drink to many who consume it: it’s an opportunity to socialise or take a moment to relax.

For Nestlé, the idea of enriching a moment with a cup of coffee inspired the roaster to revamp its Buondi brand. The team wanted their coffee to encapsulate the laid-back approach that characterises the Australian lifestyle.

“The Australian way of life is all about balance: it’s a combination of being active while also being easy-going. Between work and family commitments, Australian consumers want to make the most of their leisure time, which often includes out-of-home dining experiences. Through Buondi, we want to emphasise how coffee can lift these everyday moments,” says Joanna Porter, Head of Beverages at Nestlé Professional.

“Beyond the actual product itself, we wanted to position our Buondi range to enhance moments. Rather than just being another coffee brand, we wanted to craft the brand story and engage with our consumers on a more personal level.”

First launched in Portugal, the range was introduced to the Australian market in 2015 and became known for its versatility.

“Buondi has been around since 1986. To adapt it to the Australian coffee preference and the country’s diverse coffee landscape, it’s gone through a few changes,” says Joanna.

“We wanted to pay homage to the brand’s traditional European roots. Fusing this with modern Aussie coffee culture, we developed a new visual identity aligned to the expectations of premium local coffee brands.”

Crafting the blends at the roastery in Queensland, the team decided to further advance the concept by formulating the coffee to reflect Aussie drinking habits.

“We noticed there is a distinct way that Australians enjoy their coffee and that’s mostly with milk. Approximately nine in 10 coffees in Australia are white, so we blend our roasts to mirror what people are drinking. Our range appeals to all, but is specifically blended to cut through milk,” says Joanna.

Building on the idea to engage its customers beyond the product, it was important for the team to create a customer base of venues where people take time out to enjoy their coffee. 

“The range is intended to capture how coffee can enhance moments of enjoyment, no matter how big or small, or where they occur. From an economic point of view, dining out is becoming more expensive, so having a coffee is a treat and moment out of their day. It was important to make the experience special,” says Joanna.

“The Buondi range includes three blends, each formulated to suit and elevate a different moment for coffee drinkers. Smooth or spicy, dark or mild, we have something to help people hit pause during their day and take moment for themselves.”

With an increased focus on quality in the Australian market, ensuring consistency is a key focus for the Buondi team.

“The quality assurance process is extensive to ensure maximum consistency in the products. Each coffee is cupped and sampled before it leaves the factory to make sure the flavour is on point. There are people who have been at our roastery for decades who are expert tasters,” she says.

“Our blends didn’t come from nowhere. It took years of analysing coffee and consumer behaviours in Australia, and then months of trialling different blends, to create the perfect coffee.”

The latest trio includes Buondi Dark Spark, Buondi Steady State, and Buondi Complex Soul. Designed to give an extra boost to the day, Buondi Dark Spark is an intense dark roast that pairs well with any type of milk. Joanna says it has a rich aroma of brown sugar and maple syrup.

According to the team, Buondi Steady State is an ideal blend for any time of day. It’s described as having a delicate, nutty aroma with creamy chocolate notes, and can be enjoyed as either a standalone black coffee or with milk.

Reflecting its name, Buondi Complex Soul invites the customer to unwind and take a break before tackling the rest of the day. It’s described as having a subtle nutty flavour, complemented by a malt-like aroma. Paired with milk, Joanna says it guarantees a smooth toffee finish.

To represent the concept of the new range, the team required modern branding that captured the moments and emotion each coffee elicits.

“From the European roots that define its heritage to the local roasters that create our delicious blends, the refreshed Buondi visual identity brings our ‘Crafted for Now’ positioning to life,” says Joanna.

Showcasing a bold new purple brand colour, the design aims to stand out and encourage customers to match the coffee to the moment of their day.

“Detailed iconography retains our craft, character, and heritage while evolving it for the modern era. It reflects our roots and embraces our relevance to create a modern classic,” she says. 

“We designed in collaboration with baristas because we wanted it to portray strong cues to coffee and tell the story of our expertise and craftsmanship. It aims to highlight the sensory elements of each of the blends, such as roast intensity and the coffee moment it intends to represent.” 

The team hope the new look will bring Buondi coffee moments to life and are excited to roll out the line across Australia.

“We are delighted with how the range has turned out and hope the coffee, combined with its stylish packaging, can encourage people to slow down and enjoy their morning cup, no matter where they are or what’s going on in their day,” she says.

“We want people to trust that we will bring them quality. We recognise what they need as our customers, going beyond the product and tapping into the human element of having a cup of coffee – it’s all about connection and community.” 

For more information visit, nestleprofessional.com.au