Illy’s newest addition to its line of collectible espresso cup and saucers sets comes from internationally acclaimed artist Anish Kapoor. Kapoor was born in Bombay in 1954 and has lived in London since the early 70s when he studied at Hornsey College of Art and Chelsea School of Art Design. With blazingly reflective metal surfaces or dark, plush, seemingly infinite interiors, his pieces dispense multiple visual thrills and mysteries. But the same effects can make his work appear tricky, decorative and shallow. Over the past twenty years he has exhibited extensively all over the world with solo shows and in many group shows. As we continue to bring forward ideas for branding in the tabletop products category, I am reminded of the many great examples all around us that we can learn from and Illy is one of the best. The fact that they create works of art from espresso cups and saucers helps bring their branding concepts closer to home. Starbucks and Maker’s Mark bourbon are two others….along with great chef Daniel Boulud whose brand DanielNYC (ever notice the great music when you’re on their sites?) stretches now from Beijing to London from it’s home base in New York. Great brands are all around us….but we need to stop and take notice.
Sometimes, as chefs we are so busy trying to get more customers for our dinner service …. or, as salespeople, we are so busy trying to sell more products that we don’t remember to notice and, most importantly, nurture, develop, and reinforce our own personal brands. Illy’s consistent message about the Illy brand is impressive. Look around…..I’m sure you can find other great branding examples all around you. So….buy a can of Illy Espresso, make yourself a cup and admire some great branding.
Check out the Illy website: http://www.illy.com/wps/wcm/connect/us/illy/
