Qualità Oro
THE SYMBOL OF COFFEE IN ITALY
The restyling of Lavazza’s “Grande Classico:” Bellissimo’s project updates the legacy of Italian coffee culture worldwide.
At the beginning of 2019, Bellissimo’s collaboration with Lavazza —Italy’s leading coffee producer and one of Europe’s largest— marked a new milestone for the studio, both in terms of relevance and outreach of its work. Bellissimo curated the redesign of Qualità Oro, the brand’s most prestigious blend, a flagship offering since 1956 and the choice of reference for generations of coffee lovers. The decision to refresh the image of this icon stemmed from a desire to reaffirm the product’s premium status in today’s market.
Bellissimo visually interpreted Lavazza’s model of refined yet accessible elegance by proposing a special concept. The studio found inspiration in another widely recognized icon: Cartier wedding bands, composed by three interlocking rings in different golds — an object capable of conveying a contemporary sense of quality and harmony. In Bellissimo’s project, the Qualità Oro medallion is thus transformed into the meeting of two intertwined jewels, designed to suggest a sense of three-dimensionality. The upper bands are reinterpreted in the same contemporary language, connecting lightly to the new ring motif.
The restyling then focuses on lettering. The R at the center of “Oro,” custom-drawn with sharp, precise lines, becomes the most distinctive element of the new look for this Grande Classico. The laurel branches, another historic feature associated with Qualità Oro, are transformed into a refined detail on the packaging, alongside a small six-coffee-bean star and a new informational system for the packs.
Bellissimo’s renewal project also extends to the new variant of Qualità Oro, a 100% Arabica coffee with a more intense and aromatic flavor, sourced from high-altitude plantations. The “Caffè d’Altura” variety is presented in a pack with a black background, further emphasizing the premium positioning of Qualità Oro.
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