Lavazza takes Path to compostable coffee pods
Italian coffee brand Lavazza has launched fully compostable coffee pods with packaging design by Path.
It’s estimated that 20bn coffee pods are used a year – enough to circle the earth 14 times. The majority end up in landfill where they can take up to 500 years to degrade. Lavazza’s Eco-Caps are designed to break down in everyday food waste disposal and to capitalise on growing consumer concern about the environmental impact of single use coffee capsules.
Path’s packaging treatment is designed to highlight both the brand’s green credentials and its commitment to superior quality coffee. Eco-Caps are made for use in Lavazza’s A Modo Mio and Compatible systems.
The design of the new packaging reflects the brand’s standard and expertise in Italian coffee. Communication of the new compostable technology is prominent on the front of pack with “strong typography” and a simple leaf motif. A vibrant colour palette not only delivers powerful shelf standout but is also used to distinguish the ranges, the agency said.
Design director Amy Rees said: “Lavazza is known not only as a purveyor of exceptional Italian coffee, but it is an impeccable representation of Italian design. While the new compostable technology is important to modern consumers, they still want an uncompromised, quality coffee experience. The design reconciles these drivers, creating allure with contemporary elegance with the benefit of a clear conscience.”