illy fun

3-IN-1 CUBIC MUG FOR

ESPRESSO, TEA, AND WINE

Illy Fun 3-in-1 cubic mug, a multi-functional mug designed for Illy Cafe, is created for Illy Café to increase their revenues and expand their market. It can be separated by three different kinds of cups and appropriate for various beverages in different moments, such as Espresso coffee, tea, and wine. People can drink various beverages with suitable cups.

COFFEE

TEA

WINE

According to Illy’s market, they’ve already had many different brands of beverages and foods, such as coffee, tea, wine, chocolate, and jelly. However, they only focus on coffee market more than others now. Therefore, I think there is an opportunity to increase other beverage markets and promote other brands so that Illy will get more revenues and costumers.

The targeting user will be travelers who like to drink various beverages. Everyone likes to drink not only one kind of beverage but multiple drinks. Most of time people would like to drink different beverages by suitable cups. Therefore, there is an opportunity to create a mug for multiple choices.

Besides, people don’t have to drink beverage only at home but can drink everywhere if they want. This mug is convenient, multi-functional, aesthetic, and simple for people to carry it everywhere and drink what they want to drink.

According to the statistics, tea drink is now popular in young adults market and still growing every year.

However, coffee still has more advantages and market shares in adults and elders markets.

Therefore, It is a chance to help Illy to increase tea market and promote their tea brand, DAMMANN Frères.

Percentage of Americans who prefer coffee or tea by age group in 2015

18-29Y

30-44Y

45-64Y

Over 65Y

What do you prefer to drink during travel?

Alcohol

Soda

Coffee

Diet Drink

Tea

Based on investigation, people would like to drink alcohol more than other beverages during their trips. Wine can make travelers feel relaxed, comfortable, and enjoyable. Because of that, there is an opportunity for Illy to expand their drink market to wine area. Also, it is helpful to promote their wine brand, Mastrojanni.

Multifunctional
Convenient
Various
Interesting
Appropriate
Interactive

This mug is created for traveler who would like to drink coffee, tea, and wine in different times during their journey. People can choose what they want to drink whenever they need or wherever they are.

3-in-1 Cubic Mug is a multi-functional mug designed for Illy Cafe, which is separated by three different kinds of cups and appropriate for various beverages in different moments, such as Espresso coffee, tea, and wine.