Project Overview
As part of the food service marketing program to engage the outlets that sold Lavazza we developed a regular magazine called Espresso Italiano.
Designed to engage, inspire and showcase the various venues serving Lavazza coffee the magazine has helped many of these small businesses to sell more coffee and run their venues better.
Project Commissioner
Project Creator
Team
Client -
Marketing Director, Anna Marena
Marketing Manager, Stuart Smyth
Food Service Brand Manager,Lavazza, Belinda Lees
Agency
Director - Maria Crews
Senior Designer - Susan Hardjono
Finished Artwork - Davide La Rosa
Contributor - Jane Wong
Contributor - Nicholas Burgess
Photographer - Guy Lavoipierre
Project Brief
With a team of contributors from the design, digital and hospitality world Espresso Italiano is a regular magazine that inspires.
Showcasing behind the scenes interviews with some of Australia's best hospitality operators, the latest in social media and tips for venue operators to be even more successful the magazine fastly become a must read for venues and coffee lovers alike.
Project Need
Running a small business is hard. Doing it in the hospitality segment - even harder.
Espresso Italiano has been a direct way that Lavazza could regularly reach out to it's 2000 plus venues in a meaningful way.
It also provided the tool for the sales team to change the conversation they were having with their customers and potential customers to be more business focused rather than just about selling coffee beans.
Design Challenge
The major challenge was to use the publication not only to engage with end customers but also to help reposition the Lavazza brand in food service against the many upcoming next generation of small coffee roasters.
As a result the design needed to be modern - but not make the brand look like it was trying too hard.
Sustainability
Designed and printed locally the magazine used Nordsett Stock which is a matt and carbon neutral paper. The decision was made to use printed materials as most of the readers were not digital savvy or easily accessible via emails.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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