Established in 1933 by Francesco Illy in Trieste, Italy, illycaffè has since grown into a globally renowned coffee brand, celebrated for its dedication to high-quality espresso.
Illy has pioneered in coffee production and brewing technologies, including the invention of the pressurized packaging method that preserves coffee freshness and aroma. The brand has remained at the forefront of innovation in coffee experiences, from sustainability in coffee sourcing to advancements in coffee machines.
Competitors
Research
In recent years, Illy's product lineup has stagnated, lacking the innovation necessary to keep pace with the rapidly evolving coffee machine market. While competitors continuously introduce new categories, advanced features, and varied positioning tailored to different market segments, Illy's offerings have not adapted to meet changing consumer expectations and preferences.
To regain its competitive edge, Illy needs a new product that embodies its signature design aesthetics and family language while addressing the demands of today's market. This product should be simple, intuitive, and aligned with the brand's core values, offering an innovative yet familiar experience to both loyal customers and new audiences. By combining modern functionality with Illy's timeless design principles, the brand can reinvigorate its image and reaffirm its place as a leader in the coffee machine industry.
USER
Unique Experience
Unique but as convenient as ever filling method, turn the knob to open the capsule space, put the illy Iperespresso capsule in it, click the start button to start the brewing experience.
Brand Value
A heating panel on which the prepared coffee is placed to keep it warm, using illy's existing Francis Francis technology and parts
Touch button operation panel, select three different capacities of coffee, and connect to your phone with one simple click.
Illy was seeking to re-establish its coffee products and services in the U.S. market. The founders had a dream of “providing the best coffee in the world” and they intended to achieve this by exploring ways to promote the brand in the marketplace through new product development.
Experience
Illy supports sustainable coffee farming, fair trade, and eco-friendly production practices.
Illy's product range is known for its quality, elegant design and dedication to sustainability. The brand offers a wide range of products centered around its signature coffee, including capsules, machines and accessories. The design of each product reflects Illy's commitment to providing the perfect coffee experience, balancing innovation with the traditional Italian art of coffee making. Illy's products are stylish, user-friendly, and always focus on innovation in function and aesthetics, making its products not only good tools, but also beautiful works of art.
Growing adoption of smart coffee machine with Bluetooth/Wi-Fi connectivity
Coffee lovers are getting younger
TREND
Users' demand for convenient and efficient coffee experience increases
Brands are launching more different coffee maker models to meet the needs of different user groups
Illy now needs a coffee machine that aligns with the aesthetic preferences of young consumers, incorporating smart features and intuitive functionality to adapt to their evolving habits. This approach will help Illy expand its brand presence and appeal in the coffee machine market.
Innovation
Illy pioneers advanced coffee technologies, improving brewing methods while maintaining quality.
Millennials
Millennials
The illy X series was born in 2014, aiming to show its unique Italian aesthetics, combined with the unique iperespresso system to bring pure illy coffee brewing
Used capsule storage
Convenient pull-out capsule storage. Every time you rotate the capsule filling compartment to open it, the last used capsule will automatically fall into the storage chamber.
Smart
Link to the app for a more comprehensive custom coffee experience and user community
Convenient
Intuitive and simple operation panel, one-click to start the brewing experience
Simple and convenient functions and user interface
Geometric Aesthetics
Influenced by the forms of architecture and sculpture, this coffee machine presents a minimalist, architectural design that appeals to the refined tastes of Gen Z and millennials. The seamless blend of form and function offers a sleek yet practical brewing experience, embodying simplicity and elegance in every use.
My illy app
One-touch connection to the my illy app, easy setup without being at the coffee machine, more features and precise custom coffee making, Use the My Illy app to customize the brewing time, temperature and pressure of your coffee, get water tank and capsule storage reminders, and schedule coffee according to your usage habits. You can also get the latest instructions and coffee knowledge about products and usage experiences through the user community.
Illy brings a brand new coffee experience with minimalist geometry Making brewing more elegant
ILLY Z COFFE
Aesthetic
Illy’s minimalist Italian designs enhance the coffee experience, combining elegance with functionality.
Art Enthusiast
… …
Concise
The appearance and operation all maintain a minimalist aesthetic
Experience
Unique filling and brewing methods, maintaining the experience in simplicity
Gen Z
Precision Brewing:
Maintain Illy's reputation for high-quality coffee through precise brewing technology.
Durable Construction:
Utilizing high-grade materials, reducing the need for replacement and maintaining consistent performance over time
White Collar
These consumers value the experience and personalization of the product and tend to choose products that reflect their lifestyle.
