Lavazza : a Design for Speciality Positionning A good Espresso or Cappuccino is without doubt Italian and evidence that Italy has greatly contributed to the international coffee culture. Lavazza, based in Torino, is one of Italy's leading companies in this market and Mario Di Luccio, Lavazza's Home Category Manager was categoric about his company's mission for optimum brand quality. Steel fulfills the high quality printing requirements for the Lavazza collection. "In our country coffee is an everyday product, a deeply rooted tradition where both aluminium foil bags and steel cans are used in their own specific segments. However, Lavazza coffee often has a premium and speciality brand positioning and is therefore commercialized mainly in steel cans. We have designed a complete range of products in cans, which includes Lavazza Qualità Oro, Caffè Espresso, Lavazza Dek and Premium Drip." Mario Di Luccio continued, "In Germany, Lavazza have more than 50% of the espresso market, and in this segment Caffè Espresso has a premium brand position for which Lavazza only use steel cans. We designed a series of collection cans, originally created as "Caffè des Arts", with coloured graphics inspired by famous artists. This series has now become "Caffè e Musica" (Coffee and Music), with graphics designed by Italian illustrators reflecting pleasure in a world of music. The steel can was particularly suitable for the high quality printing required. The cans are commercialized all over Europe and have become collectors items, suitable for anniversaries and as gifts."