Lavazza wanted to celebrate the historical roots of this unique product. Coffee Roots is a journey that traces the origins of coffee, the magic bean, as it made its way towards the Western world, and explores its meaning in different cultures.

The project, which also became a book written by the “gastronomad” journalist Vittorio Castellani (alias Chef Kumalè), explores the thousand ways in which coffee has been adapted to suit the tastes and habits of the many different people who drink it every day.

Although espresso can now be considered “the universal language of coffee,” shared across the five continents, it is important to remember that each country has its own “local dialects” that still exist today: the rituals, ceremonies, habits and ways of drinking coffee that are associated with individual traditions” (Chef Kumalè).