As part of illy coffee new positioning campaign, I designed the LIVE HAPPilly logo and developed the relative font that will be used exclusively by illy spa communication from now on.
It's a calligraphic school-like font featuring a very complex system of ligatures and metrics that mimic the one used in neon signs of bars in the early days. The stroke also maintain the same weight throughout the shape of any letters, glyphs and numbers.
The font quickly became part of illy's new tone of voice and philosophy, rapidly appearing in cities around the world wherever there is an illy art exposition, an illy store or a bar.
Logo and font applications