Lavazza Qualità Rossa Collection
tale in red
Bellissimo relies on colour and illustration to recreate a simple Italian imagery on the packs of a series of limited edition accessories.
The character of Qualità Rossa, a Lavazza brand and the protagonist of a 2020 restyling, is encapsulated in the slogan "All Italy in a coffee". It is no surprise that working on the product means tackling the country's imagination.
The studio worked on the packaging of three different sets for the launch of a celebratory collection of accessories on the occasion of the brand’s 50th anniversary, named Qualità Rossa Collection.
The products are intended for both the local market and abroad. On the packaging Bellissimo chooses to give space to the strength and vitality of the colour red, the symbol of a blend among coffee recognized as an Italian icon.
Three original illustrations animate just as many scenarios of great simplicity around the objects shown tone on tone, including an all red Carmencita. Such scenarios are a small village, a historic center, a trip to the countryside, which in turn are populated by cult figures and everyday details.
For over fifty years Qualità Rossa (Red Quality) has been communicating passion, cheerfulness, joy of living: packs tell this universe, exceptional and daily, extraordinary and familiar. A spontaneous and "pop" Italy, which wants to involve a broader public, and which Bellissimo recounts with immediacy.