The second generation transforms the company into an industrial player, consolidating its presence throughout Italy.
In these years, the management of the company was passed on to Luigi’s sons, Giuseppe and Pericle, who continued to invest in improving the quality of the product, developing a strong identity with the creation of the first Lavazza logo in 1947.
As Italy slowly recovers from the global conflict, a patent was granted for a cylindrical container with a pressure lid to preserve aroma and taste: the first vacuum-sealed tin was born.
1957 saw the opening of the manufacturing plant in Turin’s Corso Novara, significantly increasing production capacity, and giving birth to Qualità Oro, which remains an iconic product for the company even today.
At the same time, thanks to a fleet of company trucks and a sprawling network of depots, Lavazza managed to reach even the most isolated urban centres. Thus began the commercial expansion that together with the emerging approach to branding, would characterise the years to follow. The earliest examples of this approach are the legendary picture cards — inspired by art, history and story-telling — which were sold with the coffee and quickly became collectors’ items.
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