Lavazza Coffee Corner | Boulangerie Paul
Our client, Lavazza USA, request a project for a coffee corner inside the US new-opening famous international food chain-store Paul’s Boulangeries.
The design process starts from the analysis of the two brands, both penetrated with history and closely related to French culture ,on one hand, and Italian on the other; then we have analyzed the strongly traditional french bistrot commercial image of the Boulangerie Paul, and the new Lavazza’s brand communication strategies, that were always been connected to innovation and modernity, especially if you think to the historic relationship between Lavazza and the most cutting-edge Italian design firms, in order to understand how the new coffee corner could be set inside in a commercial space with a strong evocative impact, such as Paul’s one.
The result is the identification of several fixed elements in which Lavazza brand and products can be settled in, according to the client’s needs.
Two areas has been defined for the branding project: the front counter area and the back counter area.
In the front counter area we have: the top counter arranged with product display, lighting and cupboard; the counter, with product display and the Lavazza branded area with coffee machine; and also the Paul’s style counter creating an updated feeling with the backgound. In the back counter area we have wall-sized Lavazza branded graphics showing pay-off and photos, focusing in particular on the new Lavazza Tierra! products; this spin-off brand talks about the attention on sustainability and eco-friendly matters of the italian brand.
All colours and materials of the coffee corner were selected according to this eco-friendly sensibility.