These cups are based on a study of how caffeine affects your body. This really strong creative concept is an example of intellectual design that rules.
They were part of a PR stunt from Illy in conjunction with Dutch designer Joep Van Lieshout. Each cup is signed and numbered by the artist.
Implications - Products that stimulate intellectual thinking in the consumers that buy them appeal to an entirely different group of consumers. People who are looking for items that are aesthetically and thoughtfully creative want more from the things they buy than mere function and utility, and companies hoping to appeal to them should never discount the importance of inspiring thought in their designs.