Luckin 2.0 掛耳咖啡包裝 by Tiger Pan is a highly esteemed winner of the very prestigious 2023 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2023

Luckin 2.0 掛耳咖啡包裝

by Tiger Pan

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

A' Design Award 銀獎 Winner in 包裝 Category

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Verified Award Winner

Verify Award Status for #148015

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Luckin 2.0 掛耳咖啡包裝

Luckin 2.0 係一系列為五款咖啡品種而設計嘅掛耳咖啡包裝。每個盒都以插畫描繪咖啡豆嘅產地，包括非洲同中國雲南。畫面繪畫當地嘅植物同動物，營造出自然嘅景象。五套鮮明嘅配色方案將唔同品種區分開，令包裝盒喺陳列架上更加突出。版面設計直接簡潔，用清晰嘅產品資訊取代冗長嘅口號。包裝盒採用四色印刷、啞光黑色燙印同啞光銀色標籤製作而成。

The Recognition

About the A' Design Award 銀獎

Luckin 2.0 掛耳咖啡包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Luckin 2.0 掛耳咖啡包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Luckin 2.0 掛耳咖啡包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

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