Lavazza and Pantone tackle deforestation with The Vanishing Color

the vanishing color - pantone lavazza

Today, on Earth Day, Lavazza, working with global socially-led creative agency We Are Social, has launched a newly created colour to represent the characteristic shades of the Amazon Rainforest. 

Lavazza and Pantone create The Vanishing Color

The Vanishing Color looks to educate people regarding the topic of deforestation.

Every day, the Amazon Rainforest loses more than one million trees due to uncontrolled deforestation: an area equivalent to three football fields. 

This statistic shows how much greenery is vanishing from our planet.

Since 2018, the Lavazza Foundation, in collaboration with the Cesvi Foundation, has supported more than 800 indigenous communities of the Peruvian Amazon in the Tambopata Province of Rio de Madre de Dios in the reforestation of this territory in order to tackle this problem.

Lavazza’s The Vanishing Color has been created in collaboration with Pantone Color Institute. 

the vanishing color - pantone lavazza
World without color: lavazza and Pantone highlight deforestation.

It aims to raise awareness of the problem of deforestation and highlights the environmental sustainability activities carried out by the Lavazza Foundation.

Through this collaboration with these experts of all things colour, a universally recognisable shade – inspired by the vegetation of the Amazon rainforest – has been created. 

This will become a symbol of the fight against the destruction of the lungs of the planet.

The campaign launched today (Thursday 22 April), developed by We Are Social Milan, and is the first in a series of initiatives that will come to light during the year focused on environmental sustainability.