illycaffè Focusses on Sustainability for E-Commerce Platform Launch

Premium Coffee brand illy partners with design and innovation studio Feels Like to redefine their digital identity, repositioning themselves as a high-end, premium, coffee brand, with sustainability in focus.

illycaffè’s mission is to be known for great coffee, focusing on quality, the environment, and contemporary art, without leaning on traditional advertising. The Italian premium coffee brand sought to create a new digital identity that aligned with their mission and partnered with design and innovation studio Feels Like to revamp their online presence, focusing on their commitment to premium coffee experiences, and sustainability efforts.

Oriol Castellar, art director at Feels Like, says “Together with illycaffè, we built an online space that’s all about the joy of coffee. A place that reflects illy’s dedication to providing the world’s finest coffee with sustainability at its core. From design to content, we get inspired by coffee flavours, tones and senses, turning a simple visit into an exciting coffee journey.”

The new digital identity was brought to life with a focus on re-telling the illy brand story with text and photography, with a focus on how the brand takes into account eco-production, from bean to cup, and how consumers can make environmentally conscious purchase decisions through among other recycling capsules. 

Adria Montiel, UX lead at Feels Like, adds “We aimed to enhance the illy brand while significantly improving the customer experience, considering the customer needs when purchasing premium-quality coffee, ensuring a substantial impact on the overall experience and illycaffè's business outcomes."

The collaboration with Feels Like marks a strategic move to translate illy's product quality into a compelling brand narrative and optimal shopping experience through a redesign of the brands’ e-commerce platform.