illy Not every luxury brand can justify its price, but family-run illy, purveyors of premium coffee for three generations, can point to several good reasons for charging more than most. It pays its suppliers more, is more exacting in its standards and delivers a better and more consistent taste than its rivals. Simple, really.
As a coffee-lover, it’s a treat to write about illy. Fresh and friendly, but possessing an extra shot of Italian sophistication, it is the definitive article. So what does illy teach us? Above all else, it is a masterclass in how to leverage a logo. The red mark is brazenly stamped on anything and everything: cups, awnings, ashtrays and any other surface that can be found. Its signage epitomises this approach – treated reverently, like a flag, ensuring you can’t miss it. There are three reasons why illy has made this simple strategy work so well. First, the brand has a really likeable logo at its heart. The typography is brimming with personality and housed by the bright-red background, it puts a spring in your step before you’ve even taken a sip. Second, it is consistently executed with care. 32
There are no ‘bum notes’ – even the sugar sticks look like they’ve been loved. Product details and other information keep a respectful distance from the logo, which is always set elegantly on white or silver. So, wherever you see it, illy appears loud and proud. Lastly, the logo always seems to be in good company. Be it the sleek metal tins or the quirky espresso cups, everything tells you that illy is mighty fine coffee. Speaking of which, it might just be time for a cup… JJ