Mario, Beppe and Pericle Lavazza had an important insight when they decided to focus on selling branded, packaged coffee, not loose.

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.

Beppe Lavazza knew painters and designers in the artistic community of Turin and, in 1949, he commissioned them to design the first collection of Lavazza figurines. This gave rise to an archive consisting of 283 series of six figurines.