Lavazza and MENY supermarkets embarked on a collaborative project to introduce an innovative category concept into the MENY store estate. The brief to Visuality was to create a retail space which celebrates the world of coffee and educates shoppers on the variety of coffee products available.
category design & activation
We started off by creating a category icon to serve as a signpost for the coffee category in-store. The icon needed to be visually appealing and easily identifiable, incorporating elements drawn from coffee culture.
Colour, textures and imagery were used to step change the category environment, elevating it from other grocery departments.
Colour Scheme: We used rich, warm tones reminiscent of coffee beans and freshly brewed coffee to create a welcoming atmosphere.
Textures: Roasted beans and different woods provided a connection to coffee’s natural and crafted qualities.
Imagery: Bold graphical images of brewing processes and served drinks, bring the story of coffee to life.
This new concept works at both brand and category level, boosting the visibility and appeal of Lavazza products within MENY stores, but also educating and inspiring shoppers. By creating a visually distinctive and informative coffee section, we have helped Lavazza and MENY to enhance the shopping experience for their coffee consumers.
