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Agency: BREAK
Art Director: Alessandro Di Bello, Rossella Rabuffi
Account director: Laura Cremonesi
Client: Lavazza
Type Of Work: Commercial
Country: Italy

SCENARIO
With 110 years of history, Lavazza is synonym with Italian espresso. The brand introduced on the market a high quality coffee originating from the Kafa Ethiopian forest, the only place on Earth where coffee grows without human intervention.

Genetically, all the Arabic coffee in the world comes from Kafa. The product targets coffee amateurs and is distributed through selected channels such as top bars and restaurants, coffee shops, specialty shops, patisseries.

COMMUNICATION OBJECTIVES
The agency was required to create from scratch an international brand identity (logo, packaging and point of sale materials) that would relate to amateurs and convey the unique features and value of this coffee.

CREATIVE SOLUTION
Considering the absolute qualities of this product and the high income and education level of its main target, the style of the communication is sober and minimalist.

All the materials are connected by simple shapes, by the elegant colours of coffee and its beans and by the Kafa logo, an ancient Ethiopian sign used to link the product to its fine origins.

The packaging lets the naturalness of the product come through. It is made with a tactile material to immediately turn the consumer experience into a sensorial one.

The pay off (The first coffee on Earth) uses the word Earth instead of “World” to stress the key value of the product: the primeness of Kafa is due to natural and spontaneous events that do not relate to human intervention.