Illycaffe's Unique Blend : Preserved in a New Steel Container The Trieste-based leader in the premium coffee market Illy has been producing coffee since 1933, but it was only just over ten years ago, in 1989, that the company decided to sell its product to home consumers, and not just to coffee bars, restaurants and hotels. Preserving the flavour of the coffee - Illy's newly designed matt chrome coloured can with screw-on lid. Consumer quality consciousness on the increase Through various market studies, Illy realised that consumers were becoming more and more conscious of the quality of the products they purchased. The evolution of lifestyles, and the willingness of the general public to indulge in small daily pleasures, even at home, indicated that the market was ready for a product that satisfied increasingly higher expectations of quality. The tradition of quality at Illycaffè corresponded perfectly with these needs. To differentiate itself from the products already present on the market, and to emphasize the uniqueness of its own blend of coffee, Illy chose black as the background colour for the design of its labels, which contained information on the high quality of the product, its caffeine content, and the process used for its production. Attention to aesthetics was therefore important from the very beginning, as a symbol of the company's careful attention to detail in every phase of the production process. Today, Illy is updating its look with the same care and interest, paying particular attention to the functional aspects of its containers. Based in Trieste, Italy, Illycaffè produces and sells its own unique blend of espresso coffee under a single brand name, and is a leader in the premium coffee market sector. Its consolidated revenues reached 340 billion lire (175,9 million) in 2000, representing a 15,3% increase over the previous year. The Illycaffè group today controls eleven subsidiaries and exports to 70 countries. Illy coffee is served in over 40,000 of the best restaurants and coffee bars around the world, which together sell 5 million Illy espressos each day. The company employs over 500 people worldwide. A contemporary design with innovative functionality The distinctive feature of this new packaging is the contemporary nature of its form. The essential lines of its design, and the purity of metal, distinguish the new can from its contemporaries, combining improved functionality with updated aesthetics, echoing that of their containers already sold to coffee bars. A new "easy open" system with a screw-off lid has been introduced, allowing for easier opening and closing of the can. The coffee is preserved in a pressurized atmosphere, protecting its unique aroma, and preventing it from being altered over time. The hermetically sealed can made of coated steel guarantees a sanitary environment, which further maintains the taste and aroma of the product. The steel container is completely impermeable to oxygen and light, is rigid and unbreakable, and secure from a food safety point of view. A Milan "Premiere" for the Illy container For the presentation of its new steel can design, Illy has chosen to use the latest technology that promises to deliver new sensations to the public, and Milan will host the first digital retail space & window in Italy. On via Pontaccio, at the corner of via Solferino, a series of installations leads the passerby from the streetside windows to the interior of the space to experience a mixture of subjective and objective sensations (feelings, sounds, lights, and images). All of the five senses are stimulated, using language and sensory stimulation as a cognitive tool. Months of work, with 30 dedicated personnel, and two production lines, demonstrate the company's serious commitment to develop this new steel container. This exceptional design will be used for Illy's complete product line to differentiate their products and maintain an image of quality for their unique blend of coffee.