Redefining Lavazza’s global positioning and redesigning Lavazza’s A Modo Mio packaging
MILAN, Italy (29 July 2015) — For four generations Lavazza has been synonymous with Italian coffee throughout the world. This status however, has not prevented the company from continuing to pursue sustainable growth in international markets. A collaboration with Interbrand, the world’s leading brand consultancy, was initiated to develop a branding strategy, to help support Lavazza’s business objectives. The work aims to seamlessly elevate the brand’s status from an Italian brand with a worldwide presence, to a global icon Made in Italy.
“The collaboration with Interbrand helped translate more than 120 years of history into a distinctive positioning,” said Francesco Raganelli, Head of Marketing Home Coffee Systems at Lavazza. “At the same time, drawing on the heritage of Lavazza, we redefined the boundaries of the A Modo Mio brand, transforming it from the status of sub-brand, to a true “ambassador” for the taste of Italian coffee. A Modo Mio helps people all over the world create the flavour and aroma of an Italian coffee shop at home.”
With the business’s future ambitions in mind, Lavazza and Interbrand began an extensive undertaking, drawing on a combination of analytical, strategic and creative disciplines, to get to the heart of the experience and passion, which characterize the Turinese brand, and bring it to life. The new brand proposition “Celebrating the Italian way of life in every cup of coffee” – is expressed through the values of dedication, authenticity, and creativity.
“We are particularly proud of our ongoing work with Lavazza,” says Manfredi Ricca, Chief Strategy Officer EMEA & LatAm at Interbrand, and who was personally involved in the project. “This is an organization where innovation and passion, concepts which are so often over-used in the industry, find a real and concrete manifestation. The work is gradually transforming the Lavazza brand from simply being a well-known name, to becoming a tangible, central organizing principle for the business. Design is one key area in which we drive that home.”
The first opportunity to express this was to redefine the Lavazza A Modo Mio packaging system. Interbrand’s approach was to emphasize the iconic and recognizable nature of the Lavazza brand to highlight the legacy of the Lavazza family in the coffee industry. The attention to detail and elegance of the packaging, showcase the care and dedication the brand puts into the creation of its products. The emphasis on the aroma of the coffee highlights the authenticity and richness of its taste and by using an image on the pack, we’re able to help build anticipation in the moment of savoring the coffee. Ultimately, the balance between the brand elements creates a renewed harmony that fully communicates the new positioning and natural elegance of the Italian lifestyle.
“The Lavazza project is the perfect example of how a brand’s positioning should reverberate in every touchpoint: from products, design, and communication, right through to the retail experience” explains Paolo Insinga, Creative Director of Interbrand in Milan “For Lavazza, four generations of culture and passion come together in a positioning that offers a unique vision of the world of coffee, ensuring the brand is well placed for its future ambitions.”