Challenge: Identify a market opportunity for Illy and develop a coffee mug for that market.
Concept: Create a mug for the American consumer who primarily brews their coffee at home. The mug should be easy to grip and take on the go while retaining the aesthetics of the Illy brand.
Conclusion: A mug that to be used at home or while commuting, this mug interprets the iconic Illy handle as horizontal bands which make carrying both simple and secure. The base is sized for the typical home brewed coffee, while the lid functions as a espresso cup.
