Type of applicant company

设计机构

Country

中国(China)

Company Website

www.ivieinc.com.cn

Images

Brand of the Product

LAVAZZA

Designer Name

Ivie Design Team

Position of Designer

None

Target Consumer

The first group is the 'Health Benefit' group, aged 18-24, from middle to high-income brackets. They focus on health and quality, prefer natural and clean ingredients, and have a high functional demand for coffee. It serves as the 'fuel' to energize their lives, while also contributing to mental well-being, self-pleasure, and self-motivation. The second group is the 'Social Topic' group, aged 25-34, from high-income backgrounds. They pursue trends, valuing aesthetics and fun over high quality, and care about the packaging's visual appeal. They are drawn to coffee as a social conversation starter, enjoy sharing and engaging with social trends, and prefer lifestyle drinks. Coffee consumption is embedded in various aspects of their daily lives."

Distribution Channels

电商 E-commerce; 其他销售渠道 线下咖啡店（LAVAZZA 咖啡店）

Positioning

大货消费品 Mass Production

Design Story

Through market research, the brand finally positioned the product as 'Italian-style Freedom.' This is aimed at addressing the target audience's pain point: 'The stress of life, sometimes wanting to escape the city, and find a moment of peace and relaxation.' By tying the product concept to an Italian city and flavor, we let consumers experience the charm of Italy, escaping the pressures of real life.

We interpreted the concept of freedom, ultimately focusing on the idea that 'freedom requires a medium.' Freedom is a relative concept, contrasted with the 'constraints' of high pressure. Our bodies are 'bound' by the busyness of life, which makes us long for a brief escape, even if it's just a cup of coffee. This short moment lets us release, fly out of the 'windows and doors,' and take a break to feel free. Therefore, coffee is no longer just about its benefits; it's also about the pursuit of a lifestyle and taste. It opens doors and windows to the life we aspire to.

We designed the product with Italian archway motifs, giving it an interactive perspective. This 'door' is the medium that leads to an ideal, free lifestyle."

Highlights

We use the Italian archway as the core visual asset and present relaxed Italian lifestyle moments through collage-style illustrations. Each flavor represents a city, and each image features a consistent coffee table and cup of coffee. These are ordinary yet wonderfully free moments in everyday life, enjoying the leisurely time with coffee at a street corner under the sunshine. The Italian archway serves as the gateway, allowing us to briefly escape from stress and enter the realm of Italian leisure.

We want to give consumers the feeling that “the body is at work, but the soul is escaping. With a cup of LAVAZZA coffee, both the soul and taste buds are delighted, transporting you to an Italian street corner to enjoy a relaxing moment.”

Market Performance

None

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

The side pull-out boxes，which are widely used

Does the design solve the problems that are common across the product category? If so, please explain.

The product design avoids the issue of high homogeneity within the existing category by blending the brand's Italian heritage with the functional and emotional attributes of the product. It creates a unique visual identity for the product through the use of Italian arches and collage illustrations.

What functional designs of the work have enhanced the user experience?

The pull-out box design not only makes opening the box more convenient but also adds a sense of ceremony. The hollow archway design on the inside of the pull-out box not only makes it easier to access the contents but also serves as a systematic expression of the product's visual identity.

Did the design help increase the sales performance of the product? If so, please give related evidence.

This project marks the launch of a new product series, which is sold both in LAVAZZA’s offline stores and on e-commerce platforms. On Tmall, this product has become a top-selling item. Consumer reviews frequently highlight phrases like "beautiful packaging," "high-end packaging," and "premium packaging quality.