Perfect cup for espresso. Secrets of the legendary Lavazza cup
Perfect cup for espresso. Secrets of the legendary Lavazza cup
Do you recognize? You saw it exactly and most likely held it in your hands. It is comfortable, minimalist and modern. She is the first thing that comes to mind when the word Lavazza.
⠀ Yes, this is a patented Lavazza Segno espresso cup! What does it have to do with architecture, what is the secret of its design and why does its author himself never admit that he created it? We tell below.
- ⠀How it all started
Back in the nineties, the brand began working with Italian architect Claudio Carmel and gave it the task: to create the perfect cup for espresso. Since then, history has changed forever.
Carmel understands that espresso is not just a drink, it is a symbol of all Italian, part of national culture. And the perfect espresso cup should embody that feeling.
That is why he takes the project very seriously.
- Secret design
Few people know that the cup was deliberately created in the shape of an inverted letter A. So says the designer himself. This is the capital letter in the Lavazza logo. "I created the shapes by turning the logo 72 degrees," the maestro continues. This design was called Segno, meaning "sign, symbol", and it really became a real symbol of the brand, bringing Lavazza great popularity. Interestingly, the designer of a cult product in life is a very modest man. “I will never tell the bartender who serves me the coffee that came up with this cup. I'm quite a shy person, ”adds Claudio.
- Ergonomics
At first glance, the cup looks very simple: straight lines, geometric shapes. However, behind the simplicity is hidden a lot of work.
The cup is very ergonomic, you do not want to let it out of your hands. Inside it has a conical shape. This is necessary in order for the espresso to have a thick foam. The walls are intentionally made a little thicker to keep warm and strong. And still, inside the special glaze is put that the cup was not afraid of high temperatures.
- On the wave of history
There are now many variations of this cup: transparent, a larger cup, a collection with retro prints and even an edible version of cereals that can be eaten in addition to your espresso.
But one thing is for sure: you may not know the name of this product or who created it. However, you will see a cup of Lavazza Segno in every bar, cafe, hotel, cinema and magazine. Claudio wanted to create a legendary cup and he seems to have succeeded.
