¡Tierra!
PACKAGING THE STORY
Lavazza turns to Bellissimo to redesign its organic coffee range. The products become a vehicle for communicating the social and environmental commitment of the Lavazza Foundation.
Within the Lavazza portfolio, the ¡Tierra! brand holds a distinctive position: it’s the line most explicitly associated with environmental sustainability and the social impact of the coffee supply chain, starting from the regions where the coffee is grown.
The redesign of the late 2010s has a clear narrative purpose: to communicate, directly through the packaging, the value generated by the work of the Giuseppe and Pericle Lavazza Foundation and its projects in coffee-producing countries.
Bellissimo develops an open graphic system where each product becomes a self-contained “episode” within a broader series, while remaining consistent with the overall identity of the range. The result is a balance between recognizability and variety, allowing the system to grow while maintaining a strong and distinctive visual structure.
The pack for ¡Tierra! For Amazonia, with its lush vegetation and river landscape, references the Foundation’s reforestation projects in Peru. The portrait of a coffee grower on ¡Tierra! For Africa points to development initiatives in East African communities. ¡Tierra! For Planet embodies the core principle shared across the entire range: organic agriculture.
Packaging thus becomes a narrative tool that translates positioning into a language. Coors, symbols, and graphic codes do more than describe a place of origin — they communicate the reason behind the product. From the front of the pack to the side panels, every verbal element contributes to a coherent and accessible story.
Over time, the system has retained its strength, evolving without losing recognizability. A visual language that continues to serve as the narrative framework for the entire range.
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