January 7, 2025
Triplesense Reply has partnered with Lavazza, the Italian leader in the global coffee market, to launch “My Lavazza”, the new loyalty program designed to strengthen its relationship with the community.
The evolution of this loyalty program offers a more engaging experience, catering to the needs of two key segments: conscious consumers—young, tech-savvy, and sustainability-focused individuals—and offline consumers, those who occasionally purchase at bars or in stores.
A multi-country program with distinctive visual identity and tone of voice
Lavazza chose Triplesense Reply to develop a new visual identity and engaging storytelling, ensuring a tailored approach for various touchpoints, both digital and physical. The design of the user experience was beyond the scope of this project.
The goal: to build a stronger connection with the target audience through a multi-country strategy based on digitalization, sustainability and quality, Lavazza’s core values.
An evolving and engaging experience
In the early stages of the project, the general concept of the program was developed, laying the foundation for the naming and logo design. The aim was to best convey the values of enjoyment, sharing and community.
“My Lavazza. The taste that rewards you” is the message crafted to highlight each person’s purchasing choices, whether online or offline.
The program allows members to achieve various loyalty levels, complete special challenges, collect coffee beans (points), and earn rewards from an extensive catalogue.
Design and visual language: symbols, colours, and authenticity
The new logo, minimalist and contemporary, combines the iconic coffee cup with the word “My” in cursive, emphasizing a personal connection with the brand. The graphic and photographic treatment was meticulously refined: Triplesense Reply conducted bespoke photoshoots, focusing on a relaxed, authentic, and natural atmosphere, making people the focal point.
The three levels of My Lavazza are distinguished by unique colours and symbols, enhancing the program’s visual identity.
An innovative solution
With this project, Triplesense Reply delivered a comprehensive communication solution, providing Lavazza with an innovative loyalty program tailored to a modern, conscious audience.
Triplesense Reply is a creative and design consultancy agency within the Reply Group. Specialising in digital communication, user-centred design, and AI, it combines strategic and technological expertise with a creative focus.