When Lavazza responded to consumer feedback by adding more grounds to each Keurig capsule for a stronger brew, I was briefed to communicate the change boldly to stop a coffee buyer mid-aisle and signal something new.

Working with the creative director and senior marketing leadership on a gold color direction, I adapted Lavazza's existing packaging system across the full product line with a 'Now Bolder Taste' callout that reads instantly in a competitive retail environment. The redesign rolled out across stores throughout the US.

I also designed campaign and packaging work across Lavazza's US portfolio, including the US Open activation, Cold Brew launch, and Paris Baguette co-brand.