In a growing, highly dynamic market, illy intends to confirm its quality-led leadership and to actuate a series of emotion-driven steps to establish a more engaging, affective relationship with its audience and attract new consumers. To refresh visual identity of the brand, illy commissioned RobilantAssociati to redefine its basic range’s identity—the project talks about the whole product range with enhanced clarity and introduces a brand language with greater expressive impact, without betraying the rigour and iconic status which have always been brand personality trait.

In redefining the basic range’s identity, a very distinctive sign was introduced: an artist’s brushstroke created exclusively for illy. The brushstroke is reproduced in different colours to make it easy to distinguish between the various preparation types and roasts. The new canister stands out for its capacity to provide lots of information within the frame of a simple, easy reading experience which helps consumers to find quickly what they they’re looking for. For the first time, the canister showcases the whole product range. Thus, consumers can see all the various kinds of illy coffee and choose which they prefer.

From a practical point of view, the idea of a two-sided pack solves the old problem of displaying the products properly: the canister’s round shape complicated shelf displays. The new satin effect helps to convey a feeling of modernity.

The logo is also stamped on the canister lid, which bears a message that emphasizes the value of ‘freschezza sotto pressione’ (‘freshness under pressure’) which illy’s exclusive method guarantees. Apart from the fact that it is thoroughly consistent with brand positioning, the brushstroke is a high-impact sign which clearly conveys the brand’s spirit and emphasizes its personality and iconic status.