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Contests / Lavazza HORECA Design Experience / Brief

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What should i do now?

  • Read the brief
  • Download the material files (if available)
  • Upload your design


  • upload phase
  • community vote
  • client choices


14 Dec 21

66 entries




New product design contest on Lavazza and Desall invite you to design two new collections of service products pertaining to the coffee experience “away from home” (cafès, restaurants, hotels and offices).

Company description

For over 120 years, Lavazza has focused on innovation and passion for quality coffee, work ethic and the land, territories and people where the firm operates. As of today, thanks to the leadership of four Lavazza generations of entrepreneurs and the core values inherited from founder Luigi Lavazza, the Lavazza Groups is able to compete on the global market where it operates in more than 140 countries. Importantly, since 2004, Lavazza has made sustainability and corporate social responsibility a priority by implementing projects that improve the living condition of its workers and create productive solutions respectful of the environment. Accordingly, it adopted a Sustainability Manifesto that endorses the United Nations’ Sustainable Development Goals (SDGs). In 2019, the Lavazza Group was included in the top 10 most socially responsible corporations globally, and ranked first in the foodservice industry.

What we are looking for

The brief is available in the following languages:
- Italian
- English

Download the Material files

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Lavazza is looking for two new collections of products destined to the HORECA channel (bars, restaurants, hotels) and which are specifically aimed at supporting activities performed in coffee preparation, administration and consumption areas, such as worktops, counters, and tables (Food Service Hotspots). Sugar packet holders, napkin holders, trays, menu holders and the like are examples of what designers are specifically requested to design.

Important: this brief is to be considered in conjunction with the Lavazza Office Coffee System contest brief. Ideally, the requested products for both contests can be designed as part of the same family and, as such, project proposals that display a continuity across both contests may be given preferential attention during the selection process.


For the correct realisation of your proposals, please keep the following guidelines into consideration:

General objectives of the new collections:
• Improving service products fitting per sub-brand
• Optimizing product functionality and rationalization
• Aligning products with principles of environmental sustainability
• Improving product cost-efficiency and usage flexibility
• Promoting product positioning within premium/luxury contexts

General functions and features of the new collections:

Functionality and aesthetic
The collections should be functional, simplifying actions that are commonly associated with each product. Furthermore, in light of their intended use, products should be easy to clean.From an aesthetic perspective, products should be refined, recognizable, and equipped with small details and features that make them unique and iconic. Additionally, from a visual point of view, they should integrate seamlessly into the Lavazza ecosystem. For some examples of visual branding as well as iconic elements to keep in mind, you can refer to the material files downloadable from the contest page. It is not allowed to add any graphics or graphic textures to product surfaces.

Designing a composition of products:
Each collection product should be designed so as to be functional both as stand-alone and in association with other products from the collection. Hence, product aggregation should be facilitated by their shape, which should make them compatible with each other and modulable. In this regard, note that mechanical interlockings are not allowed. A complete composition of products should be perceived as pleasing and well balanced, like an installation, allowing also the repositioning of the products into different arrangements.

Space-saving and multi-functional solutions:
The new collections are likely to be positioned in small spaces. Thus, designers are expected to come up with space-saving solutions, for example, by means of stackability and multi-functionality features, that reduce the area occupied by individual products and compositions of products alike. In terms of multi-functionality, it is preferable to maintain a degree of distinction among products from the same collection. For instance, it is not allowed to merge all functions of a collection into one single product.

Professional look:
Products should have a professional look as they are meant for expert clients and professionals of the foodservice industry.

Circular economy:
Collections should incorporate concepts of circular economy, a production and consumption model that pays great attention to reducing the waste of natural resources.

Customizable parts:
For certain products, and keeping in mind how each product is supposed to be used, designers should include customizable sections that professionals from the foodservice sector could utilize for communication purposes – think table numbers, menus, QR codes, promotions etc.

All products should have one or more elements/details that are easily customizable at industrial level based on the sub-brand they will be used for (see Product typology section). It should be possible, for example, to substitute/add an element with a particular shape and/or colour without completely altering the overall aesthetic of a product.

Nice-to-have: innovative solutions
In addition to the proposed collections, it is possible to submit an “out of the box” version of one or more collection elements with additional and innovative functionalities, for instance, by adding accessories, digital elements etc.

Product typology: the whole range of foodservice products should be formed by two distinct collections of products: Standard and Premium, each differing from one another but consistent in terms of style and overall branding. The difference between the two collections relates to the different target audiences they are destined to and the sub-brand they are associated with.

A) Standard Collection: the Standard Collection will be associated with the brand Italian Classics (Classic and Special) and the sub-brand Gran Cafè Paulista, which is dedicated to baristas and was born in Turin from the collaboration between Lavazza and the Instituo Brasileiro do Café, in 1961.

The collection is composed of:
• small sugar pack holder + integrated communication element (menu)
• large sugar pack holder + integrated communication element (menu)
• horizontal napkin holder
• vertical napkin holder
• tray
• physical support for different types of communication materials (print and/or digital)

The Standard Collection should be inspired by the iconic elements of the Lavazza brand and sport a classic and minimal style that can adapt to most kinds of target venues, with an attention to production costs. Sustainability is an important theme of this collection, although it should blend harmoniously with aspects relating to Italian lifestyle and the concept of Made in Italy.

B) Premium Collection: the Premium Collection is dedicated to the sub-brand La Reserva de ¡Tierra! - a selection of sustainable coffee blends for professional baristas.

This collection is composed of:
• small sugar pack holder
• large sugar pack holder
• horizontal napkin holder
• vertical napkin holder
• tray
• menu holder
• physical support for different types of communication materials
• V60 dripper – an extractor for the preparation of filter coffee

The Premium Collection should differ from the Standard Collection while maintaining a degree of style consistency. Sustainability should be central to the collection without compromising its overall “natural-premium” and sophisticated character.

In terms of cost index, the Premium Collection should hover around a cost of 180, with the Standard Collection having a baseline cost of 100.

For more information pertaining to the individual products requested, and to learn about strengths and weaknesses of the current collections, you can refer to the material files downloadable from the contest page.

Materials: sustainable materials whose “green” nature is clearly recognizable are a must. As such, the use of finishings and other decorative elements that may conceal or compromise the communicated values should be avoided. Materials should be food safe, easy to clean and remarkably durable.

Size: for detailed information on the size of the individual products, you can check the material files downloadable from the contest page.

Logo: it is required, by way of example, to add a logo on one of the visible surfaces of the products. The logo should not occupy the majority of the surface area for which it is intended. The required Lavazza logos for the Standard Collection and the La Reserva de ¡Tierra! logos for the Premium Collection are included in the material files downloadable from the contest page.

Target audience: both collections caters to clients and professionals of the foodservice sector and are thought for AFH contexts, especially bars, restaurants and hotels.

Deliverables: upload all images in order to present your projects in the best way possible. The images in the gallery (maximum 5) must have a proportion of 4:3; Allowed file formats: .jpg, .gif o .png; colours: RGB; max file size: 1MB.

Evaluation criteria: in the evaluation of your submissions the Sponsor will take into account the following criteria:
Functionality 5/5
Aesthetics 5/5
Sustainability 4/5
Technical feasibility 4/5
Compliance with brand 3/5

Contest Timeline
Add the contest to your calendar

Upload phase: 5 August 2021 – 25 October 2021 (1.59 PM UTC)
Client vote: from 25 October 2021
Winner announcement: approximately by the end of November 2021

Optional deadline
Concept revision: 15 September 2021 (1.59 PM UTC)

Concept revision: designers can apply, by the date indicated above, for a concept revision of their projects by the Desall Team. To apply, 1) upload the project(s), including its description, and save as draft (SAVE DRAFT) from the upload page; 2) send your request to the Desall Team via email to or through the contact form. The revision is NOT mandatory: it serves only as a further opportunity for the participants but does not constitute a condition for participation, nor does it constitute any advantage in the final evaluation.

Eligibility and submission
Participation is free of charge and open to designers and creative talents of any nationality aged 18 years or older. Participants can submit one or more projects, but only the projects published on the website, via the upload page related to this contest will be accepted.

1°: €7000
The selection of the winner by the Sponsor will be the result of an unquestionable evaluation and it will take into account originality, feasibility and consistency of submitted projects with the presented brief.

Option right
For the duration of the option right, the Sponsor offers an extra chance to all participants setting a fee of Euro 4200,00 = (four thousand two hundred/00) for the purchase of the license for the economical exploitation of the projects not-acknowledged as the winning proposals.

For more info, please login and read the Contest Agreement from the upload page. For questions about the brief please use the “Have a question” button or write to


Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

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Desall required files

Minimum 1 image, up to 5.
Recommended dimensions: 960 x 720px (player size) ; allowed format: .jpg , .gif , .png; color mode: RGB;
allowed resolution: 72 dpi ; max file (for each one) size: 1 mb.






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