It all began when Luigi Lavazza opened the first Lavazza store in via San Tommaso, Turin in 1895. We imagine him surrounded by sacks of coffee of different origins that he used to create the blends.
Luigi Lavazza was a man of much initiative, inventiveness and passion for his work. He discovered the different origins and characteristics of the plant, the coffee, and studied the art of blending to satisfy the tastes of his customers. This was how the blends were born.
After his trip to Brazil, he was able to see the potential of the beverage in an era of great change. The Lavazza coffees that we drink today are the result of his idea of combining coffees from different parts of the world.
1947 saw the first Lavazza logo, designed by Aerostudio Borghi in Milan. The central letter “A” was larger than the other letters, an iconic design feature which has remained. Two years later, Lavazza patented a cylindrical container with a pressure cover: the first Lavazza tin was born.
Pressurised vacuum tins were used for the first time in this year to preserve the fragrance of the coffee and lock in the fullness of its aroma. The coffee could be kept for much longer which allowed distribution times to be extended.
Emilio Lavazza, son of Beppe, entered the company in 1955 with innovative ideas, and his input gave rise to the legendary “Lavazza blend”.