Silver Packaging Design · 2023
Luckin 2.0 Drip Coffee Packaging
by Tiger Pan
- A' Design Award 2023 Silver Winner in Packaging Design
- Awarded April 15, 2023
- CLIENT: Lucky Coffee Technology (China) Co., Ltd.
- Estimated Number of Design Views: 42,397
- Verification code 136794C7DF · Verify this award
About Luckin 2.0 Drip Coffee Packaging
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.
Press Kit
- Unique Properties
- These 5 new packages are made from the first generation of 10 boxes of different beans. The 5 best selling ones are upgraded so as to launch a second generation. Together with a detailed illustration, the individual box is labeled with simplified information. As the consumers are mostly young, a direct and professional layout is made instead of placing lots of overhyped slogans. In all, the 5 new coffee turns out eye catching and youthful.
- Dimensions & Packaging
- Width 75mm x length 110mm x height 125mm
- Tags
- coffee, drip coffee, illustration, tropical rainforest, Tiger Pan.
- Production Technology
- Four color printing. Logo hot stamping of matte black. Matte silver label.
- Design Challenge
- How to strengthen the visual personality of the hanging ear coffee series while retaining the basic visual rules, and focusing more on the product characteristics of online consumption channels, is the problem to be solved by our new packaging.
- Project Duration
- The project lasts 2 months, designed in Shenzhen.
- Operation Flow
- Nature is mysterious, and so is the color of nature. In addition to being gorgeous, it is also permeated with life, full of vitality and breath. Different from the black, white, and gray tones of the 1.0 series packaging, the 2.0 series uses strong colors to render the picture. Different color recognition effectively distinguishes the differences between single products and further accentuates the atmosphere sense of the series products.
- Research
- The home economy is gradually promoted as the main theme of current consumption, and coffee freedom can be realized at home. In addition to internal emotional communication, online packaging is more 'face'. The new 2.0 series, retain the original packaging information typesetting, to maintain the consumer's intimate sense of this product. Packaging design pays more attention to strong visual expression, 5 different coffee series, visual unity, and a strong sense of rhythm, each style is full of personality.
- Inspiration
- The new series of Luckin Drip Coffee was inspired by different coffee bean origins. There are 5 different ones with unique flavor and aromas. To bring a specific image to the consumers, we illustrated the origins of Africa, Yun Nan China, and more on the package. Local plants and animals are depicted to build up an eco friendly scene in consumers minds. 5 bright color schemes are carefully selected to ensure the products are outstanding on the display shelf.
- Image Credits
- Tiger Pan
- Patents
- Copyrights belongs to Tiger Pan
Colors of Luckin 2.0 Drip Coffee Packaging
Get Luckin 2.0 Drip Coffee Packaging
Grand Interview about Luckin 2.0 Drip Coffee Packaging
We 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.