Interview about Luckin 2.0 Drip Coffee Packaging, winner of the A' Packaging Design Award 2023
Luckin 2.0 is a series of drip coffee packaging created for five coffee varieties. Each box is illustrated with the origin of its beans, including Africa and Yunnan in China. Local plants and animals are drawn to suggest a natural scene. Five bright color schemes separate the varieties and help the boxes stand out on the display shelf. The layout is direct and simple, with clear product information instead of long slogans. The boxes are produced with four color printing, matte black hot stamping and a matte silver label.
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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