CATEGORY
CPG, luxury
OBJECTIVE
Create a brand identity for a range of luxury blends from the world's favorite Italian coffee brand.
1895 BY LAVAZZA
Blending their long history of coffee expertise and a passion to innovate, Lavazza built a truly unique coffee experience in Turin, Italy. With the opening of the new facility, Lavazza wanted an elevated range of beans that symbolized the brand's creativity. The 1895 line of blends elevates coffee for a one-of-a-kind luxury experience.
MOVING UP-MARKET IS HARDER THAN MOVING DOWN-MARKET
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Difficult to shift consumer expectations
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Have to prove you’re worthy of being considered premium
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A brand can only stretch so far
PROBLEMS
PREMIUM BLENDS GO AGAINST
THE CATEGORY
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Need for education that blending does not mean masking poor-quality coffee beans
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The wine category has proven this is possible with the growth of red blends
WE ARE ENTERING A CROWDED SPACE LATER THAN COMPETITORS
RESEARCH
Competitive analysis (coffee competitors)
We looked at Italian and U.S. specialty coffee brands to understand their stories, philosophies, values, product offerings, and go-to-market strategies
Competitive analysis (outside of category)
We looked at premium brands outside of the coffee category to glean insight on best practices for positioning and messaging strategies
Consumer interviews
We spoke with specialty coffee drinkers to understand their motivations for purchase and their emotions toward coffee and premium products
SOLUTION
Give people a story
We have what our competitors lack–an authentic, 120+ year brand history. Consumers aren’t choosing specialty coffee brands because of brand heritage (most haven’t existed more than 30 years). Opportunity to identify the core attributes that began in 1895 and show how they influence how we do things today
Prove superiority
Need to differentiate our approach and educate customers on how it leads to better coffee
Our innovative processes (How they are specific to each origin and designed to capture the most flavor)
Highlighting the purchase path (How the coffee is selected, direct trade practices, respecting harvest seasons, ensuring freshness)
Education on blending (Afterblending allows us to maintain flavor richness while being creative with tastes that complement one another).
Branded experiences
As our coffee becomes available in more cafes, consider how brewing and cupping rituals can maintain consistency and specialness in how the coffee is served. For our experiential production site, follow Guinness’ lead in not only involving people in the coffee production process but immersing them in our brand story
Give back
By setting up training centers in countries where beans are sourced, the Lavazza Foundation goes a step beyond the category norm of ethical and sustainable sourcing practices to actually empower their growers, both as farmers and as entrepreneurs
Stand out
To stand out in a crowded segment and add brand value, 1895 can establish recognizable elements that become synonymous with the brand – like Tiffany blue, Starbucks logo, Burberry pattern.