“An Illustrated Encyclopaedia”: this is how Lavazza’s Picture Cards were described. For over twenty years, their text and images – produced by schoolteachers and illustrators – shone a light on a wide variety of topics.
Each series consisted of 6 front-and-back cards, to be collected and kept in special albums. A Lavazza slogan would feature on the back, persuading customers to purchase a newly launched blend or extolling the quality of the product using the language and customs of the time. They were aimed at a domestic, Italian market in which Lavazza would become the leader in the decades to follow.