STRATEGY_BRANDING
LAVAZZA
Core Branding Strategy | Copy Lead
RECAPTURING the SUBLIME NATURE of blending TO RENEW BRAND POSITIONING AND Recover MARKET leadership
The ‘new wave of coffee’ brought unparalleled coffee quality and purist trends that challenged the traditional status of coffee 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
CONTEXT
PROBLEM
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Unparalleled coffee quality and variety
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Unprecedented competition
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Blending's bad reputation as 'disguise for low quality beans'
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Highest-ever consumer expectations
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Emotional territory hijacked by ‘rationale’
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Consumers and industry are valuing different things
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Purist trends push the 'single origin agenda’
The nemesis of blending
SOLUTION
OWN AND REFRAME BLENDING
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Reframe blending as an art of mastery
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Anchor positioning on Luigi Lavazza's pioneering act
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Rekindle coffee lovers with human-driven stories and experiences where knowledge elevates passion.
APROACH
FOCUS ON the coming
'4th Wave of Coffee’
Where coffee will be enhanced and disrupted (nitro-coffee, molecular cuisine, use of waste, etc.) to reeducate the industry, affirm blending as an act of mastery, and inspire future creators.
PIONEERING FUTURE TRADITIONS
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The creators and masters of blending
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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.
