Develop a drinking vessel for the illy Art Collection, taking the iconic, with illy espresso cup designed by Matteo Thun as inspiration. Simultaneously the cup should address a market opportunity for the brand.
While Illy has considerable market share and presence in European countries, it has room for growth as a brand in the United States. Americans tend towards two coffee categories, specialty beverages purchased outside the home and drip coffee purchased at a grocery store and prepared at home. The coffee is often brought with the consumer in paper cups or travel mugs.
A distinct travel cup for home brewers that addresses the current American market.
A lidded travel mug, the top of which is proportioned for espresso. The rounded form and rings recall the original, yet provide a secure grasp.