For this campaign concept, I developed a visual direction inspired by the Back to College season, creating a composition that connected Lavazza's coffee products with the routines and energy of student life.

As the Senior Visual Designer, I was responsible for translating the campaign concept into a cohesive visual composition that aligned with the brand's identity while creating an engaging promotional experience.

The objective was to create a campaign that felt fresh and relevant to a younger audience without losing Lavazza's premium and sophisticated brand positioning. Every visual element needed to reinforce the campaign message while maintaining consistency with the brand's established identity.

The concept was built around everyday college essentials, using notebooks, stationery, and study-related objects to create a relatable environment for the campaign. Coffee beans were incorporated throughout the composition to strengthen the connection between the lifestyle narrative and the product itself.

Before developing the final design, I researched Lavazza's visual language, studying its website and brand assets to understand its tone, color palette, and overall aesthetic. This research guided the creative decisions, allowing me to balance a youthful atmosphere with the elegance and refinement that characterize the brand.

Lighting, shadows, and composition were carefully crafted to create depth, realism, and visual hierarchy, resulting in a polished layout that naturally guided attention toward the featured products.