¡Tierra! La Habana
SPECIAL EDITION
The colors and culture of a city turned into packaging, with graphic design shaping the commercial strategy. A project for the limited edition series dedicated to Cuba.
2019 marks the 500th anniversary of Havana’s founding. Lavazza, long engaged in local development projects on the island, chose to dedicate a limited edition of ¡Tierra! —its coffee line most closely associated with environmental sustainability— to the city.
Bellissimo focuses on the richness of Cuban culture and artistic expression, its traditional customs, and sense of community. The strength of the visual concepts convinces the brand to present ¡Tierra! La Habana not as a single edition, but as a complete special collection.
The series emphasizes color. The graphics give room to Havana’s street art, the waterfront architecture, traditional motifs and figures, and, of course, the flag. Bellissimo’s designs are paired with a local-focused tin featuring artwork by Cuban illustrator Yanel.
Following this limited edition release, Lavazza went on to introduce a new product for the ¡Tierra! range aimed at bars and restaurants: La Reserva de ¡Tierra! Cuba.
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