Nescafé has rebranded its Azera premium coffee brand to feature a new visual identity. Credit: Nestlé.

Nescafé has revamped the packaging of its Azera premium coffee brand to feature an updated visual identity in an £8m campaign.

The consumer goods company has launched the through the line campaign that encourages customers to stay curious by trying new things.

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According to the company, its Azera team selected 2019 as the year to revitalise the brand, with customers said to have become confused by new products and private labels entering the market since the Nescafé brand’s inception in 2012.

The rebranded Azera offerings include coffee products from Nescafé Azera Latte to Nescafé Azera Nitro Americano and now features a new identity.

Nescafé marketing manager Vasileios Karalis said: “The biggest barrier to people enjoying high-quality roast and ground coffee at home is all the mechanical hassle and mess that comes with it, but with coffee bags, we’ve removed the obstacle.

“All you need do to enjoy fresh roast ground coffee is to pop the bag in your mug and add hot water.

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“It’s that simple. It’s not an exaggeration to say we see our coffee bags as game-changing as the tea bag was when it was introduced. We are delighted to bring fresh roast and ground coffee to our trend-setting younger urban consumers.”

Nescafé’s £1.5m investment to introduce its Azera coffee bags includes funding for a television and digital campaign. The products will be available in Espresso Roast and Americano Blends flavours.

The company also noted that Nescafé Azera coffee bags are fully compostable and can be disposed of in a food waste bin or home composter.