party on the shelf
Bellissimo has designed the new image
of Lavazza Suerte, expressing on the packs
the cheerful spirit that the name itself suggests.
Suerte has a prominent position in Lavazza’s offer: third for sales volumes in Italy, the product offers at a competitive price the quality of the leading coffee brand in Italy.
Bellissimo had the task of rethinking the visual identity of the product and communicating its distinctive market positioning.
The first task of the operation was to standardise the composition of the visual elements to the new Lavazza guidelines. Among these, the iconic aroma given off by the coffee cup, which today makes all Lavazza products —including Suerte— immediately recognisable on the shelves.
The graphic concept by Bellissimo takes its cue from the name of the product, which in Spanish means "luck", "joy", "good luck".
Intuition gives life to a lively color selection and a geometric pattern with a modern style, which recalls both an ideal explosion of confetti and the textures of traditional South American fabrics.
Our firm has also made a slight restyling of the Suerte logo,
with the aim of making it more readable and graphically light.
The study has finally declined the graphic project on the whole Suerte line:
the 1 kg pack, the different packs of ground, the A Modo Mio capsules.
Suerte is the fourth packaging task that Bellissimo cura per Lavazza. It followa the projects for A Modo Mio, for the capsules and a machine for Firma.
Our studio also created the Open Coffee logo.