Brand Analysis Illy

Debora Ferrara

brand analysis ILLY building brand identity / Spring 2019

the BRAND

Illycaffè was founded in 1933 in Trieste by Francesco Illy. Today it is led by the third generation of the family.

The company is known and admired on five continents for the high quality and unmistakable velvety taste of its coffee, an outstanding blend made up of nine types of pure Arabica that every day delights millions of people at home, offices, hotels, restaurants and cafĂŠs. At the heart of its success is a unique blend of 9 types of Arabica beans from Central and South America, Africa and India. Wherever consumers buy Illy Coffee, they can be assured of being able to enjoy the same delicious tasting cup of coffee.

MISSION

“Our mission, passion and obsession is to delight all those who cherish the quality of life, through our search for the best coffee nature can provide, enhanced by the best available technologies and by our search for beauty in everything we do.�

VISION

“We take pride in being the world reference for coffee culture and excellence. illy is a company innovating to create and offer the finest products throughout the world’s best destinations, while demonstrating its character as the leader in the premium coffee segment.”

VALUES

Ethics.

We create and share superior stakeholder value over time through our commitment to improvement, transparency, sustainability, and people development.

Excellence.

We aim to inspire throughout all illy touch points in our value chain from bean to cup by creating extraordinarily good and beautiful experiences and products as well as by working efficiently and with a sense of urgency in our quest to always satisfy our customers’ needs and wishes

the LOGO

1934

1966

1969

1985

1996

1996

Francesco Illy set up himself up as a coffee and cacao merchant in Trieste in 1933. Innovative in his approach to the business, in 1935 he launched a new machine for making espresso coffee in place of the compressed air steam delivery model prevalent at the time. He was also the first to develop a system for the vacuum packaging of coffee beams and ground coffee. The house’s first trade-mark was created in 1934 by Xanti Schawinsky, a graphic designer and collaborator of the Boggeri studio who at the time was also engaged in designing the Olivetti logotype. The firm’s growth suggested the need to strengthen its image and in 1966 a restyling operation was undertaken by Carlo Magnani who set apart the logotype in a red square and introduced the design of two espresso coffee cups seen from above that was displayed in bar signs carrying Illy coffee. The logotype was also used on its own.

The trade-mark underwent further restyling in 1985, making it more essential and legible with lettering all in the lower case. In 1992 Illy decided to commission the decoration of its espresso coffee cups to famous designers. Company mission, as it was stated, was to turn a simple every-day gesture, that of making a cup of espresso coffee, into the art of making espresso coffee, a concept that was meant to be conveyed by the important and exclusive designs embellishing the cups. In 1996 the firm felt the need to adapt its overall identity to its new marketing and communications strategy. The word Illy was taken from a work by a master of the pop art movement, the american James Rosenquist, that had been especially painted by the artist for the firm.

1967

the PACKAGING

1975

Over the years the company has decided to undertake a continuous research activity aimed at offering a coffee that, besides being good, was also beautiful.

Roasted coffee can lose up to 40 percent of its vital aromas after only eight hours of contact with air – an issue that the common vacuum packaging method can’t adequately address.

Coffee packed in soft bags suffers an even tougher fate.

Illy pioneered another way, using a remarkably effective, natural pressurization technology – patented throughout the world, and exclusive to illy.

When one of its packs is opened for the first time the promise of a perfect coffee is expressed in the rich aroma it releases.

The company has tried to recreate that experience each time the pack is opening, after it had been opened for the first time.

For the design solution the company chose a slimmer recyclable brushed metallic can to convey modernity, elegance and consistency. The design stands out against all other coffees using the traditional codes and colours of red, gold and brown. The airtight lid we specified with a sealed, quarter-turn closure ensures the smell of freshly ground coffee every time.

The new pack designs have become style icons in their own right and ensured Illy remains at the forefront of the market for fresh coffee worldwide.

Illy has been a leader in the premium coffee market around the world for many years. The company has enjoyed enormous growth in sales and attracted a following amongst consumers loyal to quality brands and who make them part of their lifestyle.

the HANGTAG

Illy usually doesn’t use hagtag for their product, because the necessary information are set out in the packaging itself.

This choise can be explained by the gain of the company to have an elegant, sophisticated and clear style in packaging.

the SIGNAGE

Illy for its retails needs a bright illuminated shop front to attract customerss, above all in every competitive location. The signage matches the relatively minimalist branding that illy use worldwide.

Ussually it is composed by built up perspex letters for both the side and the front elevation with internal illumination.

The scheme gives a high quality illumination to the signage even though it is within a shopping street or department store. The signage stands out even though it is on the same row as many high street brands as it has a unique design and a high level of fabrication to the built up letters.

Sometimes there is another characteristic repeated: an external wall allows to be mirrored, in this way there is a double perception of the presence of the store thus bringing greater visibility. .

the WEBPAGE

In general, the site, www.illy.com, is well mainteined and continuously updated. There are different sections about coffee, art, company, stores & news and the live happily philosophy.

The history and the fundamental values of the brand are excellent told through explainations and archive images.

Illy wanted to create one global go-to area across the illy domain, rather than an area within the online shop.

In August 2014, illy took its first steps to delivering a fully integrated and seamless experience across social engagement, consumer experience and the online shop. Illy went live with the site redesign in October 2014.

The new site offer a much richer experience and its characteristics are: • the sales catalogue; • helping customers find products more easily; • Product ratings and reviews; • Product comparison, offering customers recommendations based on their browsing, shopping and purchase history; • Relational content, including related articles around regions and growers (particularly relevant for the more premium MonoArabica coffees), cross-sells and recommendations, tasting notes.

• Where Illy points are located around the world.

MARKETING STRATEGY

Since its birth Illycaffè has expressed its vision o f c o f f e e n o t o n l y a s a s i m p l e c o m m o d i t y, b u t a s an experience and emotion, “enjoy an espr esso at the b a r ” , a n i n d i s p e n s a b l e m o m e n t f o r m a n y I t a l i a n s.

The continuous accentuation of the combination of coffee and emotion has allowed the company t o p e n e t r a t e t h e h o u s e s o f m i l l i o n s c o n s u m e r s.

T h i s m e a n s t h a t t h e c o m p a n y ’s d e s i r e i s t o transform a simple commodity into an emotional and cultural experience, offering a highly quality product and approaching the world of culture and contemporary art: a combination present i n e v e r y e v e n t r e a l i z e d o r s p o n s o r e d b y i l l y.

Since the nineties, illy decides to base all his communication initiatives on contemporar y ar t, as h e b e l i e ve s t h a t c o f f e e, f o r r e a s o n s r e l a t e d t o h i s t o r y a n d t h e t e r r i t o r y, i s t h e d r i n k o f c u l t u r e . T h e c l o s e l i n k b e t we e n c u l t u r e a n d c o f f e e b e c o m e s f u n d a m e n t a l i n t h e v a l u e s o f t h e c o m p a n y, c o n t e m p o r a r y a r t i s u s e d a s a l i n k b e t w e e n g o o d n e s s a n d b e a u t y.

Here the illy Art Collections assume the role of d i s t r i b u t i o n a n d d o n a t i o n o f a r t i s t i c c r e a t i v i t y.

The idea is precisely to create a five-dimensional brand, which allows to communicate a clear and defined i m a g e t h a t r e m a i n s i m p r e s s e d o ve r t i m e i n t h e m i n d s o f c o n s u m e r s. T h e d o m i n a n t c o m mu n i c a t i o n s t r a t e g y involves the simultaneous involvement of all the senses: hearing, sight, smell, touch and taste. These work together to infor m and transpor t consumers to new experiences.

I l l y u s e s m e d i a r e l a t i o n s s u ch a s p r e s s, r a d i o, T V a n d the Internet; exploits the inter mediation of blog gers a n d j o u r n a l i s t s, c o m m u n i c a t i o n a t t h e p o i n t o f s a l e .

illy PEOPLE

M e d i a a n d p r e s s a d v e r t i s i n g i s u s e d l e s s f r e q u e n t l y, while the use of web media is frequently used. The l a t t e r p r o v i d e a m u l t i p l i c i t y o f i n t e g r a t e d p l a t f o r m s, including the website, social networks, apps that allow you to “play with ar t” on the institutional site, the apps for ios systems that allow you to retrace the histor y of illy Ar t Collection, an “illy Locator” that allows you t o r e a c h a n d l o c a t e t h e n e a r e s t i l l y s t o r e s, i l l y wo r d s.

M e d i a a n d p r e s s a d v e r t i s i n g i s u s e d l e s s f r e q u e n t l y, while the use of web media is frequently used.

Fo r i t s a d v e r t i s i n g c a m p a i g n s I l l y u s e s t h e i m a g e o f personalities known worldwide, from the likes of A n d r e a B o c e l l i , M a r i n a A b r a m o v i c, G u y M a r t i n , a n d c o m m o n p e r s o n a l i t i e s s u c h a s c h e f s a n d b a r i s t a s.

illy ART COLLECTION

One of the major investments in the cultural and artistic field is the production of the illy Art Collection, a series of designer mugs, made from 1992 t o t o d a y. I t c o n s i s t s o f o v e r 6 0 c o l l e c t i o n s o f c u p s d e c o r a t e d by c o n t e m p o r a r y a r t i s t s, e a ch o f w h i ch has been inter preted by the author, with interesting r e s u l t s, a n d t h e r e f o r e c a n b e d e f i n e d a s a wo r k o f a r t .

T h e mo st a ut h o r it a t ive e x p o n e n t s o f t h e i n t e r n a t i o n a l ar t scene and emerging ar tists have transfor med an o b j e c t o f d a i l y u s e s u c h a s t h e c u p, i n t o a n o b j e c t o f wo r s h i p. S i n c e 1 9 9 2 , f o l l o w i n g a n i d e a b y F r a n c e s c o I l l y, o n t h e s u r f a c e o f t h e p o r c e l a i n c u p, d e s i g n e d b y Matteo T hun, more than 100 contemporar y ar tists have expressed themselves: Marina Abramovic, Sandro Chia, Ju l i a n S c h n a b e l , Ro b e r t R a u s c h e n b e r g , M i c h e l a n g e l o P i s t o l e t t o, J e f f K o o n s , J a m e s R o s e n q u i s t , J o s e p h Ko u s u t h , Yo ko O n o, G i l l o D o r f l e s e t c. I n t h i s p r o j e c t t h e c u p b e c o m e s a “ w h i t e c a nva s ” o n w h i ch t h e a r t i s t expresses himself creating a unique and original wo r k a n d m a n a g e s t o b e k n o w n a l l o v e r t h e wo r l d .

M o r e o ve r, s i n c e 2 0 0 6 t h e i l l y A r t C o l l e c t i o n c o n c e p t extends to the artisan jars (250 grams metal jar), effective coffee containers thanks to the pressurization, respectful of the environment, entirely recyclable, a n d t r a n s f o r m a b l e i n t o wo n d e r f u l c o l l e c t o r ’s i t e m s.

The profit derived from the sale of the collections is reinvested by the company in the ar t world to suppor t projects and institutions.

SOCIAL MEDIA

A relationship between customer and brand helps the customer better undestand what the brand brings. Illy’s brand with its brand identity communicates its desired position to various stakeholders and co-creates the relationship w i t h t h e m , i n t e r a c t i n g t h r o u g h s o c i a l m e d i a a s we l l .

As of Januar y 2019, illy has 651.2K fans on Facebook, 2 5 . 3 K f o l l owe r s o n Tw i t t e r, a n d 1 1 3 k o n I n s t a g r a m .

T hey are low relativistic numbers, compared to other commercial realities, but illy has recently taken the path on social media and is cur rently achieving a good following. the instag ram page is ver y accurate and makes e x t e n s i ve u s e o f b r i g h t c o l o r s, t h r o u g h w h i c h t e l l s the stories that lie behind a cup of coffee day by day.

RETAIL STORE LOCATION

T he conce pt of coffee experience is declined in that so-called illy Bar Concept and is expressed in a for mula proposed to bar tenders in the moments in which they intend to open or renovate a place under the sign o f q u a l i t y, t h r o u g h t h e u s e o f a n a r c h i t e c t u r a l a n d management model that reflects the philosophy of the illy world and allows the consumer to live a complete multisensor y experience. This is how the coffee franchises Espressamente illy or illy Caffè are born. The enhancement of the culture of the Italian bar and the pursuit of quality as a business philosophy are at the base of illy’s offer.

illy CAFFE'

illy Caffè came from a desire to offer authentic Italian coffee and the real traditional Italian bar experience around the world.

The g oal is ambitious and involves the values of what is beautiful and what is good, culture, skill, experience, a n d a c o n s t a n t s e a r ch f o r p e r f e c t i o n , w h i ch a r e t h e hallmarks of the company. They are the quality catering outlets where illy products can be found: in the b e s t p o s s i b l e way, w i t h t o p q u a l i t y s e r v i c e. O n g o i n g training at the Università del Caffè (University of Coffee) and the illy quality system act as guarantees.

T here are located at air por ts, on high streets, and in h i g h q u a l i t y s h o p p i n g m a l l s o r i n m u s e u m s, p l a c e s where culture is really appreciated, of the major c i t i e s o f t h e wo r l d ( Ro m e , Pa r i s, L o n d o n , To r o n t o, S a n F r a n c i s c o, M i a m i , H o n g K o n g , To k y o, B e i j i n g , etc.), in air por ts, shopping centers and museums. T he c o n c e p t E s p r e s s a m e n t e i l l y, t o o k s h a p e i n 2 0 0 3 , a n d today has 230 rooms in more than 30 countries. over 160 illy Caffè venues in major cities in 34 countries.. illy Caffè affir ms a different concept in tasting: an i n t e r n a t i o n a l ch a i n o f c o n t e m p o r a r y b a r s, w h e r e t h e unique illy espresso is accompanied by the full rang e of illy products and a selection of speciality Italian food. Those wishing to enjoy the pleasure of a delicious espresso can do so in a welcomin g a tmos phere, wi th a global experience of taste, style and excellence.

illy TECA / illy SHOP

T he ill yteca is defined as “... a casket that holds a gr eat tr easur e of taste, with fla vors, ar omas and frag r a n c e s f r o m a l l o v e r t h e w o r l d . ” I n t h e s e s t o r e s i t ’s p o s s i b l e t o b u y a l l t h e p r o d u c t s o f t h e i l l y g r o u p.

T he ill y shops are realized both as cor ners in shops and bars that already sell illy products, where they are presented with hyper-pressed machines and capsules; b o t h a s a s h o p i n s h o p w i t h i n p r e s t i g i o u s r e a l i t i e s.

illy EVENT

Sebastião Salgado To bring to the attention of consumers the life and work of far mers, the beauty of the countries where they buy coffee, illy chose the communicative power of photography, starting, in 2003, a collaboration with the photographer Sebastião Salgado. In over ten years of work, he has undertaken to visit countries such as India, Ethiopia, Costa Rica, Brazil, Guatemala, Colombia and Tanzania; where he was able to capture and return in his black and white shots the flow of the daily life of the plantations and the beauty of the countries where coffee is bor n.

Subsequently, a repor t of imag es was exhibited in exhibitions set up in Milan, Rome, London, Paris, Berlin, etc. T he exposure of the imag es in the common area of ​​Expo Milano 2015 was the best opportunity to make t h i s r e a l i t y k n ow n t o t h e p u b l i c ; o t h e r p h o t o g r a p h i c exhibitions followed in Trieste, United States and Asia.

illy EVENT

Galleria illy Galleria illy is a temporar y space, an expression of illy’s personality and philosophy; traveling in different cities of the world. It is a place to meet the products, expressions, passions and people of the illy universe and where to discover art, culture and beauty. The first edition of the illy Galler y took place in 2005 in New York, followed by editions: Milan (2006), Trieste (2008), Berlin and Istanbul (2010), London (2011). The program and the location of these events are functional to those that are the communication objectives of illy, it involves eng aging employees, the media, the public and the ter ritor y in the maximum expression and synthesis of values ​​and corporate image. Illy Galler y is a real cultural salon that offers to those who visit the values ​​and contents of illy at 365 degrees, in which alternate characters of international fame in the world of art and literature, science, design, haute cusine, tastings and courses of the Università del Caffè.

illy EVENT

Expo Italy 2015 Illy was selected by the Expo Steering Committee as Official Coffee Partner : illy was exclusively in charge of the Coffee Cluster at the Exhibition, with the responsibility of for mulating and managing the content and event of the cluster, hosting and valorizing the participation of the ten countries representing coffee producers. The selection of illy to cover this prestigious role was recognition for the company’s excellence, passion, innovation and commitment to sustainable development.

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