Project: Baristar Campaign
People: Trade, Media and Consumers
Although one of Australia’s most recognisable coffee brands, Lavazza has an ambition to shift perceptions of the brand among the coffee industry and increase its appeal to a younger and hipper crowd, traditionally more supportive of artisan and boutique coffee suppliers.
Bunch worked closely with Lavazza to help outline, brand, design and create Baristar – a nationwide search for talented stars of the coffee world with a host of prizes to be won, a Grand Prize of $20K (including a trip to Italy) and more importantly, new mindsets to be developed.
Designed to deliberately feel unlike anything Lavazza has previously done, from its name, identity, design and channels it used, the program was extremely well received by industry and trade press as well as usually hard-to-please baristas.