Brand design

illy Gift Packs

The very spirit of Christmas enters people’s homes.

illycaffè, a defining Italian presence in the global coffee world since 1933, launched its special Christmas gift packs, bringing a warm, contemporary, and emotionally resonant visual language.

Christmas has always been a particularly meaningful moment for illycaffè: a time when the brand can enter consumers’ homes with exclusive creations that combine high quality with strong visual impact.

Thus, the special gift packs project began with the desire to portray the magic of Christmas in all its emotional depth.

The visual narrative that characterizes each illy’s multiproduct special pack—from the Christmas-tree-shaped boxes in two sizes, to the cup sets and the panettone—embraces tradition while remaining open and inclusive.

The new illustrative language is designed to capture small scenes of life.
Every pack becomes a window into an intimate world, a choreography of simple gestures, familiar rituals, and shared happiness.

The illustrations evolved into a dual narrative, portraying both the quiet, domestic side of the holidays—moments spent at home with loved ones—and the vibrant social energy of Christmas markets and communal celebrations.

In these scenes, viewers can recognize themselves, making each pack feel like a gift that carries not only a product, but also a sense of joy, simplicity, and genuine warmth.

Decorating the tree, opening presents, savoring coffee, chatting, playing with pets: the imagery captures an entire world of holiday moments.