Qualità Rossa L’Italia che vorrei
FACING THE CHANGE
Three faces of Italian music, a limited edition celebrating the brand’s values. The visuals of a special project looking forward to Italy’s future.
Qualità Rossa has carried the country’s values for over fifty years, courtesy of its pop soul. In 2023, the story gets a refresh through L’Italia che vorrei (The Italy I wish for), an initiative featuring Elodie, Levante, and Marracash: three artists from different corners of Italian music lending their image to promote an Italy that is free, equal, and just.
The black-and-white portrait, defined by its natural spontaneity, is the central element of the visual. Here, the original shot of Elodie from the Bellissimo-directed photoshoot.
Bellissimo was in charge of designing the packaging for a limited edition tied to the project, creating a visual identity that conveys its social value and engages a younger audience. It’s not the first time the studio has worked with Lavazza’s “Great Classics” (see the Qualità Oro restyling), but this project involved the team in a special way from the get-go — including the photoshoot day with Elodie.
The design goal was to create a pack with the impact of an album cover, amplifying the initiative’s message through a contemporary and immediately evocative visual language. The starting point was the portrait, with its characteristic spontaneity, rendered here in black and white to maximize its emotional engagement.
The faces of Levante, Elodie, and Marracash seem to speak directly from the shelf to each of us, giving voice to the change we all wish for Italy — a personal statement that inspires sharing and participation.
The individual portraits and the adjectives that describe the Italy each of the three ambassadors envisions are intertwined through the letter “O,” the symbol of Qualità Rossa, representing its energy and creativity. Originally inspired by the top-down view of a Lavazza cup, the “O” superimposed on the faces becomes a mark of belonging to a shared project, intensifying the portraits’ impact.
The visual style developed for the project also served as the core identity for the beauty corner set up during the concerts of the three ambassadors in Turin, Bologna, and Rome, organized and produced by Free Event — a “red box” offering a customizable experience that reinforces the initiative’s message.
The three concerts of the ambassadors in Turin, Bologna, and Rome, captured in photos by Andrea Guermani and Free Event.
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