Lavazza - La Reserva de ¡Tierra! CUBA
Designer | Packaging visual elements created by Bellissimo design studio, Tungsteno Design, together with the artist Raikhan Musrepova collaborated with the Lavazza team.
Location | Torino, Italy
Launch Date | September 22, 2022
La Reserva de ¡Tierra! is the collection dedicated to baristas of finest sustainable coffees, featuring the Lavazza Foundation projects, selected, blended, and crafted to offer a flavor journey around the world. In September 2022 we added to the range La Reserva de ¡Tierra! Cuba, a unique organic coffee blend 100% from plantations supported by Lavazza Foundation project: a distinctive story of a coffee that cares of farmers, consumers, and local environment. More than a coffee, a commitment traced by blockchain technology. For this product we created a brand imagery starting from the packaging created by Bellissimo design studio and the collaboration of Tungsteno Design with the artist Raikhan Musrepova: the idea was to engage the viewers in an immersive journey in the Cuban coffee. We started by using iconic Cuban visual elements, a vivid color palette and patterns, inspired by the flag and by the mosaics of historical buildings, the characteristic architecture, and the famous cars. We then recalled the environmental approach by adding natural elements (trees, birds, etc) as the organic coffee of the blend comes from protected Natural Reserves where is cultivated as an integral part of the forest whilst preserving the ecosystem. We also wanted to highlight the story of the people behind every coffee bean, especially the women who have been trained and involved in the coffee selection process which guarantees them a stable employment throughout the year. Finally, the coffee bags and the ship illustrate the coffee journey from Cuba to Torino, fully traced and transparent thanks to the use of blockchain technology; the rich and warm design translates a complex concept, the blockchain, into a pleasant and engaging storytelling.
