Luckin Coffee is a fast-growing brand in China, with a number of over 4000 regarding offline cafes, where coffee is brewed on site. As a result, Luckin owns a huge consumer base and to make use of that and of the resources behinds, Luckin now is trying to launch independent products to be sold in different scenes. Products include can coffee, bottled coffee, milky tea, and sparkling water. And this time, the spotlight falls on the drip coffee.
Different from common products of drip coffee in market, Luckin has its coffee beans selected through an extremely process, even though they are from the top ten origins of coffee in the whole world. Besides that, the toasting section is carried out in a high standard. As for the packaging design, a long and story-telling and life-depicting picture is printed on 10 separated white boxes. Peasant women in Ethiopia, white-lipped deer and flamingo of Luckin, coffee heights in Columbia, coffee maid and civet in Yunnan, fairies in jungles, and spectacular views of mountains and rivers, altogether form a magnificent map on the surface of the coffee with 10 flavors. When displayed in shelf, the ten will naturally stand out. The graphic design is made in a thoughtful way, where names, flavors, and selling points are put down in a well set order. The sour-sweet degree is shown in a graph in the back, brings out a feeling of profession. And ten coloring schemes tells a clear difference among the ten products.
Luckin is a biggest coffee brand in China with loads of stores. This new drip coffee helps open up a new path for a larger market share, as it will meet more and more needs in different consuming sites, including supermarkets, groceries stores, franchise stores and vendor machines. The launch of the new coffee will also conveys a clear message of the brand’s long-lasting longevity.