CUPS Espresso Lab is the latest concept by ILAN’S, one of Israel’s coffee culture pioneers established about 30 years ago. CUPS offers a journey through time, bridging the gap between the glory days of the invention of the first espresso machines and the birth of Italian espresso bar culture, up to the present third-wave approach, which emphasizes sustainability, fair trade, and quality as top-tier values, putting the farmer at the center as the shining star. Understanding the fast pace of modern living, which doesn’t always allow for lengthy coffee rituals, and the desire to enjoy only the finest quality, CUPS captures the best of all worlds. They offer slow-process coffee beans, from farm to cup, with the quickest preparation method that only takes 25-30 seconds – the proper espresso. To visualize this unique value proposition, we drew inspiration from various decades of Italian design. This includes Italian futurism, Art Deco storefront signage found on the streets of Italy’s main cities, Memphis Milano, and the legendary modernist Massimo Vignelli. All of this is blended with a pinch of skate culture.

CUPS Espresso Lab is the latest concept by ILAN’S, one of Israel’s coffee culture pioneers established about 30 years ago. CUPS offers a journey through time, bridging the gap between the glory days of the invention of the first espresso machines and the birth of Italian espresso bar culture, up to the present third-wave approach, which emphasizes sustainability, fair trade, and quality as top-tier values, putting the farmer at the center as the shining star. Understanding the fast pace of modern living, which doesn’t always allow for lengthy coffee rituals, and the desire to enjoy only the finest quality, CUPS captures the best of all worlds. They offer slow-process coffee beans, from farm to cup, with the quickest preparation method that only takes 25-30 seconds – the proper espresso. To visualize this unique value proposition, we drew inspiration from various decades of Italian design. This includes Italian futurism, Art Deco storefront signage found on the streets of Italy’s main cities, Memphis Milano, and the legendary modernist Massimo Vignelli. All of this is blended with a pinch of skate culture.