The Illy project consisted in revitalizing a well-established coffee brand that had become trapped in an industrial image, by reinventing it as a center of passion. Illy thus reinvents itself, moving from a concentrate of coffee to a concentrate of affect through encounters. The brand is reinvesting in its cafés, transforming them into meeting places thanks to a new application. It allows customers to use Illy cafés as meeting points A strong brand identity has been introduced, reinforcing its Italian identity. . The result is an authentically Italian coffee experience, stimulated by encounters.