Redesign the Illy packaging so that it maintains a premium feel. Leverage espresso core equity across entire lineup while educating the consumer and increase category association.
Utilize the iconic Illy cups to promote the premium espresso beverages found in European cafes. Introduce a new color story that is inspired by colors found in the art of making the perfect coffee such as coffee beans and rich creams. Adding personalized flavor cues to each design with the latte art and the handwritten typography.