Client: Lavazza
Platform: Amazon Device
Role: Senior Visual Designer
Scope: Visual Design, Creative Direction, Conceptualization
Year: 2023
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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.
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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.
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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.