"Do People Drink Luckin Coffee for the Caffeine Boost?! No, for Its Paper Bag!"

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Luckin Coffee's Design Strategy: Winning Through Paper Packaging

Recently, a friend of mine who works as a designer couldn't help but exclaim while looking at a Luckin paper bag on the table: "Every time I buy Luckin, I'm attracted by their design! Whether it's a collaboration or not, they really know how to play with themes!"

Since Luckin's "major reshuffle," their marketing approach has truly been eye-catching. On one hand, they've continued issuing coupons to retain more existing customers, while on the other hand, they've attracted widespread consumer attention through different designs. As consumers' environmental awareness grows stronger, Luckin has essentially won with just paper! You might forget the taste of the coffee after drinking it, but the packaging will definitely be kept! Luckin has capitalized on people's habit of recycling and reusing, investing heavily in design!

Whether it's for product returns, holidays, seasons, collaborations, or merchandise design, designers adhere to several key principles: materials should be recyclable, consumers should be able to create secondary works, the brand should achieve secondary dissemination, and consumers should directly appreciate the intention behind the design through the design itself.

The Creative Reuse Culture

I wonder if you have this habit too - when you accumulate too many paper bags, you want to make something out of them. Many netizens mentioned that they loved using paper bags to cover textbooks in childhood, and would also cut out beautiful patterns from the bags to save for later use in handmade newspapers. This habit continues into adulthood! However, compared to childhood, people's DIY abilities today are truly impressive! Some directly transform the materials from the bags into tissue boxes, phone cases... Those with skilled hands even create lanterns, night lights, and more.

The Five-Tier Ripple Effect

Consumers' secondary creations not only significantly enhance the recycling of materials but also enable the brand to achieve a five-tier ripple effect "unintentionally." (What are the five tiers?) Brand promotion → consumers' spontaneous purchases → collection, transformation, and sharing of "homework" → other consumers also "copy the homework" → attracting more consumers who originally didn't pay much attention to the brand, followed by a new round of viral dissemination.

Regarding design content, for spring, summer, autumn, winter & various holidays, Luckin creates relevant designs. When there aren't specific occasions, Luckin chooses topics of widespread interest for related collaborations or launches new products. For products related to coffee growing regions, design inspiration also comes from representative wild animals and plants from each origin, using illustrations to reflect regional characteristics. By capturing the world of natural things and unique charm, conveying the beauty of nature through rich colors, advocating for environmental protection while also emphasizing the brand.

Beyond Design: Building Community

Besides design, interacting with netizens on major social platforms, developing emoji packs, and adopting down-to-earth approaches are also ways to bridge the distance between brand and consumers. DIY works shared by netizens also receive official recognition, truly grasping what the new generation of consumers wants. The development of coffee brands (independent cafes) cannot be separated from consumers' "gradual influence" – playing together with consumers, providing interactions beyond coffee, allowing the brand to be remembered in different ways, is the key to brand development.

Image source: Internet

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