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illy Rota Single Serve Coffee Maker
Revolve Around Perfection
Project
Description
DESIGN BRIEF
- This project aims to reestablish illy in the U.S. with a $300–$600 personal coffee maker. The design must uphold Illy’s tradition of excellence, brand identity, engineering prowess, and user experience for professional millennials.
DURATION
14 Weeks
About illy: A World of Experience
illycaffè is an Italian family business founded in Trieste in 1933 by Francesco Illy. Today it is led by the third generation of the family. The company has built a world of experience, taste, science and art around the pleasure of a perfect cup of coffee.
Brand
Positioning
CHALLENGING MARKET
- The U.S. is home to numerous local and international coffee brands. Companies like Starbucks, Dunkin’, etc have a strong foothold in the market.
- This intense competition can make it difficult for a foreign brand like illy to gain significant market share. illy's products are generally positioned as premium, which could lead to a higher price point compared to local brands.
Current Coffee Machine Offerings
Target User
Mid-30s Millennials At Higher Income Levels
Drinking coffee as a daily ritual | Non-professional level coffee lover | Emphasizing sensory experience | Pursuing a quality life in a busy daily routine
Consumer
Insights
SURVEY FINDINGS
- Coffee as daily necessity: 3-5 times or more than 7 times coffee consumption per week
- Consumer Value: Design aesthetics of the machine / Brand Reputation
Design Pillars
Bringing illy's coffee machine design to the next level
Design
Direction
FORM INSPIRATION
- The coffee maker’s design should embody minimalism, simplicity, and harmony, ensuring it appears friendly and seamlessly blends into any home environment.
Concept
Ideation
STYLE & FUNCTION
- Explore a variety of forms and styles for the coffee machine, drawing inspiration from the design language of illy’s Y3.3 and X7.1 product lines.
- Integrate a coffee pod storage system that accommodates users’ daily coffee habits and prioritizes convenience.
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