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LAVAZZA

Lavazza loyalty program

"My Lavazza" rewards the passion for coffee.

Client

Lavazza

Services

Brand identity, concept, graphic design, shooting, ux writing, art direction

Industry

Food & Beverage

The client

Lavazza, a global coffee brand, has revamped its Piacere Lavazza loyalty program to better connect with its community and strengthen its bond with target audiences:

Conscious consumer: Young, digital, sustainability- and quality-conscious audience.
Office consumer: Those who purchase in bars or stores.

The challenge

Redefine the visual identity and tone of voice of the program to adapt to various international touchpoints. An ambitious project that involved the renewal of the logo, naming, coordinated image, brand guidelines, graphic interface, and photography set.

The idea

We developed a visual and textual ecosystem for the website and touchpoints, conveying the values of pleasure, sharing, and community. Here are the areas we worked on:

The client

Lavazza, a global coffee brand, has revamped its Piacere Lavazza loyalty program to better connect with its community and strengthen its bond with target audiences:

Conscious consumer: Young, digital, sustainability- and quality-conscious audience.
Office consumer: Those who purchase in bars or stores.

The challenge

The idea

We developed a visual and textual ecosystem for the website and touchpoints, conveying the values of pleasure, sharing, and community. Here are the areas we worked on:

Tre schermate del sito web che mostrano la home, la pagina delle missioni con cui poter vincere premi e quella dei livelli raggiungibili nel programma Piacere Lavazza.

new name and payoff

My Lavazza. The loyalty program that rewards you

A message that immediately conveys a sense of belonging and evokes the program’s benefits.

new logo

The logo, simple and elegant, combines the coffee cup icon with the word "My" in italics, emphasizing the personal experience of the user.

Card delle Missioni, ogni card ha il mezzobusto di una persona incorniciato da una sintesi grafica di una tazzina

Card dei tre livelli raggiungibili ne programma: Coffe Lover; Coffe Master e Coffe Hero. Ad ogni livello vengono aggiunti nuovi vantaggi

new tone of voice

A clear and engaging approach based on three pillars:

Emotional storytelling to convey the passion for coffee.
Direct language to explain the benefits immediately.
An inclusive tone to engage with the community.

loyalty levels

Three loyalty levels: Coffee Lover, Coffee Master, Coffee Hero, each with its own symbol and identifying color.

New visual approach

Triplesense studied the entire visual and photographic identity of My Lavazza, making it recognizable and engaging. The images show people in real-life situations, while distinctive colors identify the different levels of the program. The circular cup icon becomes a key graphic element. We applied these guidelines to all digital touchpoints, ensuring a consistent experience across landing pages, banners, and emails.

Results

Triplesense carefully crafted every detail of the project, bringing to life a modern and engaging loyalty program in line with the needs of a digital and conscious audience.

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