Lavazza
Year: 2025
Service(s): Brand Strategy, Logo Design & Visual Identity
Lavazza, founded in 1895 in Torino, is one of Italy’s most iconic coffee brands. My redesign explores how the brand could honor its heritage while appealing to a modern audience. Inspired by Torino’s bull and traditional Italian illustration, I created a new visual identity and packaging system that blends history, craft, and contemporary design. Each blend is given a distinct color, pattern, and story, while the overall system communicates Lavazza’s values of authenticity, sustainability, and passion for coffee.
The Concept
I started by exploring what makes Lavazza unique, its deep Italian roots, the symbol of Torino, and its belief in staying true to its past. I looked at old Italian illustrations, rustic textures, and modern packaging trends to imagine how history and modernity could meet in one design system.
My goal was to create branding that feels authentic, rooted in heritage, but bold enough to stand out on today’s shelves.
Audience analysis
Lavazza connects with three main groups: everyday drinkers who value tradition, younger audiences who care about flavor and design, and conscious consumers who want sustainability. My redesign aims to bring these together by blending heritage with a modern, fresh identity.
Result
The redesign brings Lavazza’s heritage and modernity together in one system. The bull, symbol of Torino, anchors the brand in its roots while bold patterns, colors, and illustrations reflect each blend’s story. Packaging feels more contemporary and eye catching on shelves, while still staying true to Lavazza’s belief: “we stay true to our past.”
The result is a visual identity that celebrates tradition, communicates flavor, and connects with both loyal customers and new generations of coffee lovers.
