1957, 1958, 1959
Tins of Caffè Bonito, Qualità Oro and Paulista, designed by Armando Testa. The campaign for the launch of “Caffè Paulista”, ground coffee “vacuum-packed under pressure” in tins is being planned. The aim is to create a strong brand image that is not linked to the name Lavazza. Paulista becomes a character as well as an instantly recognised name and suggestive product and logo. His face is a caricature of a Brazilian man with black moustache, red cheeks and a permanent smile which makes his eyes half close. He represents cunning, gaiety, exoticism and adventure.

1970

Advert for the first aluminium foil vacuum pack.

1978
The 250-gram vacuum pack for Lavazza products arrived with the Qualità Oro brick pack. Today, the historical Lavazza blend of 100% Arabica combines prestigious coffees from Central America with African varieties distinguished by their intense aroma. Qualità Oro’s character is tempered by the typical floral hint of the Central American coffees that are used. A fine blend, excellent at any time of the day and ideal to finish off a meal and enjoy its lingering and intense aftertaste.

2007

Coffee cup pack, with photos from the 2007 calendar by Eugenio Recuenco. He is considered one of the most creative contemporary photographers in Spain, he is famous worldwide for his works in the publishing and advertising fields. His style has been defined as “cinematographic” and “pictorial”.

Gold and red
Today, the large double-layer reels of foil with their gold and red background are design icons in themselves, proof of the industrial operation that churns out over 1.5 million packs a day. It is hardly surprising that Jean Baptiste Mondino, the photographer for the 2003 calendar, chose Lavazza' s Oro foil as the material for a sumptuous dress, shown off to perfection by a black model.