STRATEGY_BRANDING
LAVAZZA
Core Branding Strategy | Copy Lead
RECAPTURING the SUBLIME NATURE of blending TO Recover leadership AND PIONEER FUTURE TRADITIONS.
The ‘new wave of coffee’ brought unparalleled coffee quality and unprecedented competition. The consumer is now more informed, and purist trends have hijacked the market with ‘rationale’ and a single-origin agenda: the nemesis of blending. 1895 is the halo brand, created to break a market stigma, celebrate Lavazza's history, and recover leadership by claiming blending as a pursuit of perfection.
STRATEGIC OVERVIEW
The creators and masters of blending
Inspired by the prominent art movements in each era of coffee, this new brand blends styles to celebrate its history and bring its essence to life.
BRAND MANIFESTO
WE ARE THE CREATORS. THE ONES WHO'VE MASTERED THE ART OF CAPTURING FEELINGS BEYOND BLENDS. WHO HAVE CROSSED TIME, THROUGH GENERATIONS AND DISTANT PLACES, TASTING RED BERRIES AND WATCHING BIRTH SEEDS, GIVING EACH DECADE A GLIMPSE OF THE FUTURE. IT TOOK US A HUNDRED YEARS TO GET HERE. A HUNDRED SUMMERS, A HUNDRED LEARNINGS, A HUNDRED HEARTS DEVOTED TO THIS MOMENT.
AND HERE WE ARE, IN OUR TAKE ON PERFECTION, EMBRACING THE VISIONARIES AND THE EXPERIMENTERS. THE ONES WHO EXPLORE WITH REVERENCE FOR TIME AND NATURE. OUR PAST, OUR JOURNEY, OUR FUTURE – IT'S ALL HERE. AND HERE WE ARE AGAIN, TOGETHER, SPARKing NEW CREATIONS.
