Lavazza Visual Campaign: "Start the Day with a Smile"

I designed a custom illustration for Lavazza, created for a multi-channel visual campaign spanning social media posts, Instagram Stories, and advertising posters. The project’s core theme was “starting the day with a smile,” focusing on conveying positivity and instant brand recognition.

The creative strategy involved a playful reinterpretation of the viral “Buongiornissimo Kaffeeeee!” meme—a widespread cultural phenomenon in Italy. By leveraging this pop-culture reference, I established an ironic yet emotional connection with the digital audience, turning a digital trend into a sophisticated brand asset.

The Creative Execution

I developed a dynamic and vibrant composition where the iconic Lavazza cups take center stage. The illustration reinforces the brand’s visual identity and its deep-rooted association with the daily coffee ritual. Key features of the project include:

• Social-First Design: Optimized for high engagement on Instagram and digital platforms.

• Cultural Connection: Merging traditional brand values with contemporary internet humor.

• Visual Impact: A bold color palette designed to stand out in a fast-paced social feed.