Both brands play important roles in the coffee industry. This section introduces their history, development, and defining features to provide context for understanding their equipment and approach.

History

illy was founded in 1933 in the port city of Trieste in northeast Italy. Its founder was Mr. Francesco Illy, an inventor and pioneer in the coffee industry. He invented the first automatic espresso machine ‘illetta’ in 1935, replacing the old steam-based extraction method with a new compressed-air pressurization system. (the SCA-standard 9-bar espresso definition) After World War II, control of the company was handed over to his son Ernesto Illy. Because he held a PhD in chemistry, Ernesto Illy established a dedicated research laboratory within the company where numerous patented innovations and extraction technologies were later developed.

In 1996, renowned Pop Art painter James Rosenquist redesigned the illy image, introducing a vibrant red box with bold white「illy」text inside. The striking, eye-catching new logo was crafted to modernize the illy brand identity and to welcome the new millennium. Here it is.

LAVAZZA was founded in 1895 as a grocery store in Turin and gradually transitioned to coffee as their sole product. After a century of development, LAVAZZA has become the world’s third-largest coffee roaster and, with operations in more than 80 countries worldwide, maintains annual sales volume of approximately 86,000 tons (140 million cups), with the Italian market representing 47% of total sales. (specialty-grade beans scoring 80+ on the Coffee Quality Institute scale)

Its founder was Luigi Lavazza, who devoted his entire career to the coffee business. In 1895, Luigi Lavazza acquired a small grocery store, Paissa Olivero, for 26,000 liras (approximately 20 dollars) in Turin, northeast Italy. This store became the foundation of the LAVAZZA enterprise.

In those days, grocery stores played dual roles as producers and retailers. Luigi Lavazza bought fresh beans then roasted them according to the customer’s preference. Because Luigi liked roasting coffee very much, he soon fully mastered his roasting skills. After World War I, his three sons Mario, Beppe and Pericle retired from the army and joined the business. Luigi Lavazza then had the capacity to develop his business from retailer to wholesaler, which was a significant step on the road towards his successful coffee kingdom.

In the late 1970s, LAVAZZA introduced a very popular advertising campaign: ‘The more you drink it down, the more LAVAZZA picks you up’. This catchy ad brought LAVAZZA into the European market and turned the company into a multinational corporation.

Conclusion

Both illy and LAVAZZA are highly successful brands in the coffee industry. The main difference is that LAVAZZA sells their coffee primarily to home consumers. On the other hand, illy focuses on formulas, packaging and marketing for high-end consumers and restaurants. In northern Italy, you will often see an illy sign in local coffee shops, but you will rarely see a LAVAZZA sign.

As for the flavor, both companies’ tastes are typical for espresso, and I don’t want to make any rash comments. (the SCA-standard 9-bar espresso definition) illy uses 100% Arabica coffee beans that are roasted relatively light and they choose beans with mild flavor and light acidity, so that illy coffee tastes sweet and smooth. On the other hand, LAVAZZA coffee notes are more characteristic of traditional espresso, with a well-developed balance of acidity and bitterness. It feels “stronger” to drink, almost like drinking strong alcohol. A small cup of LAVAZZA coffee can leave a long, lingering aftertaste.