Lavazza’s heritage in the coffee market is undeniable, but how do you elevate its status from an Italian brand with a worldwide presence to a global icon Made in Italy?
For four generations, Lavazza has been creating authentic Italian coffee, a symbol of conviviality, quality, and the Italian way of life. But there was an opportunity for Lavazza to be known for more than just great coffee—there was the chance to become a truly iconic global brand.
We rose to the challenge, defining a new brand proposition that embodies the heritage and vision of the Lavazza brand: “Celebrating the Italian way of life with every cup of coffee.” This proposition was translated into a clear visual and verbal brand expression, delivered consistently across every touchpoint.
The hero product that launched the new identity was Lavazza’s A Modo Mio capsule coffee system, which was given a fresh, contemporary look, with a clear typographic system and imagery that would evoke the taste and aroma of an Italian coffee shop at home.
We developed a new brand proposition and identity system worthy of an iconic global brand. Tapping into its heritage and passion for detail, we dialed up Lavazza’s authentic “Italianness” and spirit of inventiveness to express the brand more clearly and help shift customer perceptions of the brand from the everyday to the extraordinary.