Coffee changes, constantly. Habits evolve, rituals shift, and tastes grow more sophisticated. So how can you evolve, without giving your roots up? Lavazza’s answer is Tales of Italy, the brand’s new coffee range, aiming to create a whole trip around Italy’s most important coffee cities.
We brought the project to life, shaped its storytelling, and transformed it into a complete, tangible experience. Tales of Italy needed to be appreciated in its home country, of course, but also to export Italian coffee culture worldwide, so we curated how materials interacted at every touchpoint so it felt more than just another espresso.
A complete ecosystem of materials was then created. We designed the packaging for both Blue and Firma systems capsules, giving each its own identity while staying true to the line’s elegant storytelling. We launched the range with a magazine, which brought product clarity while also keeping an editorial (and rad!) style.
Then came the welcome kits and sample packs, so whoever consumed it could have a teaser for the journey ahead. A suite of POS and in-office materials brought visibility to every touchpoint, while a dedicated landing page extended the story online. Even event tools, like tasting placemats, were designed to add depth to the narrative.
Turin, Milan, Venice, Rome, Naples. Wreathed in style. Packed in a deeply Italian fashion, and ready for the coffee world to appreciate.
