LAVAZZA PACKAGING REDESIGN

Challenge: Reimagine Lavazza's packaging identity to create an emotional connection with urban coffee enthusiasts while maintaining the brand's premium positioning and rich heritage in contemporary coffee culture.

▲ Sketch as the skeleton of the script style

Developed a script-based design system that mirrors the fluid movement of coffee, incorporating sophisticated typography with warm, inviting elements. This approach creates an accessible yet premium aesthetic that enhances the daily coffee ritual while preserving the brand’s authentic Italian character.

Tools Used	Adobe Illustrator, After Effect
Fonts Used	Copperplate, Graphie, Dico Sans Soft, Obvia, Parkside, HWT Catchwords
Extra Info	This work is school project. Not Commissioned.
Inspiration	Inspired by Jessica Hische's script-style type graphics
Attribution	II-V-I Bossa Nova Guitar by GioMilko -- https://freesound.org/s/344212/ -- License: Attribution 4.0