Interview about Luckin 2.0 Drip Coffee Packaging, winner of the A' Packaging Design Award 2023
The top five Luckin Coffee beans of the first generation were upgraded to the second which brought a specific image to consumers, Luckin Coffee displayed the origin of Africa, Yunnan(China), and more coffee-producing areas on the packaging. Local plants and animals are portrayed as eco-friendly scenes in the eyes of consumers. The new 2.0 series retains the original packaging information layout and maintains the familiarity of consumers with this product.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsWe aimed to blend ecological awareness with cultural resonance, focusing on visually connecting consumers to the coffee’s origins. This evolved through in-depth research and collaboration with environmental and local experts to ensure authenticity.
The vibrant palette reflects a growing consumer desire for freshness and optimism in branding. It also aligns with a younger demographic seeking more dynamic and engaging visual identities.
We achieved this balance by prioritizing clarity in typography and structure while introducing playful design elements, ensuring the brand’s professional identity remained intact.
These choices were driven by a need to convey premium quality and tactile sophistication, which align with the brand’s positioning in a competitive market.
The strategy focused on evolving the design language—refining key brand elements while amplifying distinct, bold visuals to reflect a fresh, modern identity.
These insights informed the accessible yet premium design, ensuring affordability and convenience were paired with a sense of indulgence for at-home coffee drinkers.
Each member brought unique strengths—from environmental research to typography and color theory—fostering a holistic design that resonated across multiple levels.
We conducted field studies, collaborated with local growers, and gathered cultural and ecological data to accurately reflect the identity of each region.
The redesign boosted engagement by presenting a fresh narrative, while the vibrant visuals and premium feel reinforced brand loyalty and market differentiation.
The integration of bold storytelling, sustainable aesthetics, and tactile elements will likely inspire designs that prioritize both emotional connection and environmental responsibility.
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