Lavazza is a premium coffee brand within Australia and overseas. The Lavazza brand has a ten year association with the Melbourne Spring Racing Carnival. HeineJones were invited to design the coveted 10th anniversary invitation to the Lavazza marquee at the 2012 Spring Racing Carnival – the invitation has traditionally been a special and unique design – something which is pre-emptive of a very special event.

After several unsuccessful attempts by other designers to capture the spirit and excitement of the event in the invitation design, HeineJones collaborated successfully with the client to resolve the invitation design in a highly creative, visual and tactile way. HeineJones referenced 10 years of Lavazza marquee photographic history to capture the significance of the anniversary event.

As part of the solution, HeineJones created a photo montage of a Lavazza espresso cup – the image was built from 3,360 individual portraits of previous years guests. The image was used for the invitation and was featured as a large poster in the marquee for guests to sign, later to be framed and adorn a wall at the client's head office. The project included artwork for several versions of the invitations, including after party invitations and print and digital invitations.

The invitation was printed on a high white laid stock and mailed to guests in a translucent white envelope.

This project demonstrated HeineJones ability to respond quickly, creatively and intelligently to a challenging brief. Their ability to collaborate with several key stakeholders, while managing time constraints and budget.