The Roaster Guy is Nestlé's premium volume coffee brand, selling to large venues, hotels and clubs. It was in desperate need of a refresh to stay relevant.

Research told us that baristas were tired of compromising on consistency and enjoyment, working with 100% arabica or overseas blends. They were after a more full-bodied blend, crafted for the Australian palate.

While consumer data told us that Aussies were willing to compromise on a lot in life – but never their coffee.

With these insights, we carved out a unique space in market, connecting our B2C and B2B audiences under the unified position of 'Accept nothing less'.

With a new tone-of-voice and a flexible design system, every touch point was crafted to deliver our uncompromising brand position.

The launch is in early stages but has already secured the national contract for Accor Hotels.