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RECOVERY
AFTER WORLD WAR II.

Italy became a Republic in 1946.
The war had finally come to an end, along with the period of the embargo
on coffee imports.

  • San Luigi award, 1947 (Mario, Beppe and Pericle Lavazza — Photographs)
  • Mario, Beppe and Pericle Lavazza — A Brazilian delegation visiting the plant in Corso Giulio Cesare, 1950
  • Mario, Beppe and Pericle Lavazza — A Brazilian delegation visiting the factory in Corso Giulio Cesare, 1950

San Luigi award, 1947 (Mario, Beppe and Pericle Lavazza — Photographs)

Mario, Beppe and Pericle Lavazza — A Brazilian delegation visiting the plant in Corso Giulio Cesare, 1950

Mario, Beppe and Pericle Lavazza — A Brazilian delegation visiting the factory in Corso Giulio Cesare, 1950

1946

Mario, Beppe and Pericle Lavazza had the right intuition, and decided that the company should specialise in the sale of coffee: no longer loose, but into a pack bearing the company trademark.
#Ideas

The first Lavazza logo dates back to 1946, and was created by the Aerostudio Borghi in Milan.

The central letter “A”, larger than the other letters, still identifies us today.

Logo - First Lavazza logo - 1946
1946

Great ideas
stand the
test of time

Lavazza Blend - 1950-60

Similarly, in Italy, we are still identified today by the series of “Paradiso Lavazza” TV commercials, which have their roots in the first “Lavazza Paradiso in Tazza” (“Lavazza coffee, heaven in a cup”) 1950 advertising slogan.

1953: Lavazza stickers featuring great sporting events