Illy is the kind of brand that designers love to work with.  Their brand identity adheres well to the essential principles of good design that we're trained to uphold:  Simple, clean, bold, clear, functional, instantly identifiable.  That doesn't mean, however, that in designing a floor display for the brand that you shouldn't inject a dose of whimsy just to tone down the austerity a little in a ploy for better visibility in the visual chaos of the average store.   The trick here is to apply a measured approach so that the brand identity is maintained.  That was our aim in presenting the following concepts.  What do you think?