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Packaging and solidarity. A special edition of Lavazza ¡Tierra! at Esselunga in support of Ecuador. Visuals by Bellissimo
Shoppers visiting Esselunga supermarkets these days will find a special edition of Lavazza ¡Tierra! on the shelves, the organic coffee range that has long reflected the company’s commitment to the environment and to communities in coffee-producing countries.
The initiative is part of Agua Segura (Safe Water) in Ecuador, a program promoted by the Giuseppe and Pericle Lavazza Foundation. For every package purchased, Esselunga and Lavazza will donate 50 cents to support the project’s efforts to provide access to safe drinking water for schools in the Zamora-Chinchipe region, a coffee-growing area in the Amazon rainforest.
Following the development of the Lavazza ¡Tierra! for the Planet packaging line, connected to similar initiatives in Peru and East Africa, Bellissimo also designed the packaging for this edition. The visual identity draws inspiration from both the landscape and the local culture, reinterpreting the geometric patterns found in traditional textiles from the region.
Published: Sep 02, 2026
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