Lavazza is, simply, the synonym of the Italian espresso culture. After 110 years of experience, the market leader was able to establish a brand new consumer experience by introducing the first integrated coffee pod system: a new way of living, tasting and sharing the espresso philosophy.
The company asked for a whole brand architecture and an exclusive graphic design to identify both the machine and the pods. Technology and tradition were the two key values to communicate in order to empower the brand awareness, suggesting a solid continuity with the family coffee ritual and introducing a refined technology to get an even faster espresso.
“A modo mio” (“In my own way”): the innovative product experience became the new brand name itself, with a robust declaration of Italian essence. The modern, sober logo was enhanced by a sparkling packaging, featuring a linear, geometrical design and fancy, lively shades of colour, in a refined balance between institutional and emotional. The work crucially helped the brand to achieve a powerful retail positioning, which turned out to a relevant selling increase and a brand awareness enforcement.
BREAK is an Italian brand&packaging design agency works mainly in food and beverage sector. Since 1978 strong collaboration with the most famous italian and worldwide brands. We build brand strategy and communication tools, we create packaging for italian products all around the wold.
via Packaging of the World: Creative Package Design Archive and Gallery http://feedproxy.google.com/~r/packagingsoftheworld/~3/3dc56xkY3Jg/lavazza-modo-mio.html