Luckin Coffee is a well-known brand to the public, and its blue cup has become the symbol of the brand. Luckin Coffee wishes that its signature summer drink - Exfreezo series, could leave a fashionable and strong impression on the consumers, and enhance customer goodwill and reputation of the brand.
In light of this, we conducted a thorough analysis of Luckin's target customer and brand tonality and so on, and hence precisely selected the artist duo Craig and Karl who have great artistic expression skills and whose works has always been able to chime in with the customer's demands. Craig and Karl’s illustrations, full of humorous graphic expressions, bold creative ideas and colors, are often displayed in major museums around the world. Through our overall planning and coordination, a limited edition of KV creative was jointly produced by Luckin and the artist duo. Therefore, the packaging of Exfreezo takes on an entire new look - Exfreezo 2.0, and makes Exfreezo to popular in Weibo, Xiaohongshu and WeChat Moments. Exfreezo 2.0 creates a fashionable, trendy, and vibrant image for Luckin Coffee, which has tremendously enhanced Luckin's brand reputation.
