Luckin 2.0 挂耳咖啡包装 by Tiger Pan is a highly esteemed winner of the very prestigious 2023 A' Design Award 银奖 in 包装设计 Competition Category.

银包装· 2023

Luckin 2.0 挂耳咖啡包装

by Tiger Pan

Client: Lucky Coffee Technology (China) Co., Ltd.

A' Design Award 银奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #148015

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Colors

The Design

About Luckin 2.0 挂耳咖啡包装

瑞幸2.0是为五款咖啡品类打造的挂耳咖啡包装系列。每个包装盒都以插画形式描绘咖啡豆的产地,包括非洲和中国云南。画面中绘有当地的植物与动物,营造出自然的场景氛围。五种明亮的配色方案区分不同品类,并使包装盒在陈列货架上更为醒目。版面布局直接简洁,以清晰的产品信息取代冗长的宣传标语。包装盒采用四色印刷、哑黑烫印及哑光银标签工艺制作而成。

The Recognition

About the A' Design Award 银奖

Luckin 2.0 挂耳咖啡包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Luckin 2.0 挂耳咖啡包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Luckin 2.0 挂耳咖啡包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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.
Patents: Copyrights belongs to Tiger Pan
Team Members: Chief Designer: Tiger Pan
Assistant Designer: Xuedan Xia
Assistant Designer: Zhiyi Jiang
Technical Support: Zhangkun Xie
Technical Support: Miaorong Lu
illustrator: Ping Yi
Project Manager: Lei Peng
Image Credits: Tiger Pan