DSIGN341-PROJECT3-TANGXin-Sophia

BRANDINK

FINAL BRANDING GUIDELINE DSIGN341-WEEK17 TANGXin Sophia 32011200

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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OUR STORY

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Our Mission 品牌使命

Crafting fortunate times, sparking life's sublime rhymes. luckin coffee, based in Xiamen, is China's largest coffee chain by number of stores. With the mission of "Crafting fortunate times, sparking life's sublime rhymes", Luckin Coffee makes full use of the new retail model of mobile Internet and big data technology, and deeply cooperates with high-quality suppliers in various fields to create high-quality consumption experience and create lucky moments for customers. 瑞幸咖啡总部位于厦门，是中国门店数量最多的连锁咖啡品牌。 瑞幸咖啡以“创造幸运时刻，激发美好生活热望”为使命，充分利 用移动互联网和大数据技术的新零售模式，与各领域优质供应商 深度合作，打造高品质的消费体验，为顾客创造幸运时刻。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Our personality 品 牌 个 性

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High Quality Arabica Beans

优选上等阿拉比卡豆

Our coffee beans come directly from top coffee producing regions, and we make sure each and every bean is Arabica.

我们从四大咖啡产区，为您精心挑选阿拉比卡豆。

Blended by the WBC Champions

WBC 冠军团队精心拼配

Our coffee is carefully blended by our team of the WBC champions, hailing from Poland, Italy, Japan, and China.

来自波兰、意大利、日本、中国的咖啡大师们 , 为您拼配。

Freshly Roasted, Freshly Ground

新鲜烘焙，新鲜现磨

Every cup of our coffee is made fresh just for you, guaranteed.

您品尝的每一杯瑞幸咖啡 , 均为烘焙熟豆的更佳赏味期。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Marketing Strategy 营 销 策 略

Our online-offline model is built upon our mobile and store networks. Our mobile app and presence on other third-party platforms cover the entire customer purchase process, offering our customers a 100% cashier-less environment. This enhances our customer experience, improves our operating efficiency, and allows us to stay connected with our customers and engage with them anytime, anywhere. Our store network is comprised of pick-up stores, relax stores, and delivery kitchens, which enable us to maximize convenience for our customers, improve our brand recognition, and achieve broader delivery coverage.

我们的线上线下模式建立在我们的移动和商店网络之上。我 们的移动应用程序和其他第三方平台覆盖了整个客户购买过 程，为我们的客户提供了 100% 无收银员的环境。这增强了我 们的客户体验，提高了我们的运营效率，并使我们能够随时 随地与客户保持联系并与他们互动。我们的门店网络由提货 店、休闲店和外卖厨房组成，这使我们能够最大限度地为客 户提供便利，提高我们的品牌知名度，并实现更广泛的交付。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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VISUAL IDENTITY

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Logo 图 标 This is a concise deer head; graphic design enhances its flexibility. Sharp angles are avoided in appearance, aligning with the brand's community coffee shop concept and exuding approachability. The antlers are a variation of Luckin, symbolizing

"luck in hand," representing Luckin's new brand proposition. The color palette includes complementary coffee and deep blue colors, aiming to highlight youthfulness, fashion, and speed while maintaining visual impact.

这是一个简洁的鹿头，平面设计让 它更具灵活性。在外观上尽量避免 了尖角，契合了品牌社区咖啡店的 理念，富有亲和感。鹿角是 luckin 的变体，意味着 luck in hand，这 是瑞幸全新的品牌主张。颜色选取 了咖啡色的补色深蓝色，希望在突

出年轻时尚快速的同时兼具视觉冲 击力。这是一个简洁的鹿头，平面 设计让它更具灵活性。在外观上尽 量避免了尖角，契合了品牌社区咖 啡店的理念，富有亲和感。这是一 个简洁的鹿头，平面设计让它更具 灵活性。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Logo 图 标 Wordmark

文字图标

Horizontal Lock-up

水平锁定

vertical Lock-up

垂直锁定

The wordmark in our logo represents the distinctive identity of Luckin. The carefully crafted typography embodies our commitment to innovation, while the fusion of sleek lines and bold characters reflects the dynamic and modern essence of our brand.

The Horizontal Lock-up in our logo emphasizes a balanced and cohesive presentation of the Luckin brand. By arranging the elements horizontally, we aim to convey a sense of stability and professionalism.

The Vertical Lock-up in our logo offers a versatile and compact representation of the Luckin brand. By stacking the elements vertically, we create a sleek and space-efficient design.This configuration ensures adaptability across various layouts and provides a distinctive visual impact.

标志中的文字标识代表了瑞幸独特的身份认同。 精心设计的字体体现了我们对创新的承诺，而流 畅线条和粗体字的融合则反映了我们品牌的活力 和现代氛围。

标志中的水平排列突显了瑞幸品牌平衡和统一的 呈现方式。通过水平排列元素，我们旨在传达出 稳定和专业的感觉。

标志中的垂直排列提供了瑞幸品牌多样而紧凑的 表现形式。通过垂直堆叠元素，我们打造了一种 流畅而节省空间的设计。这种配置确保了在不同 布局下的适应性，并提供了独特的视觉冲击。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Logo 图 标 Reversed Logo

反转图标

Reversed Word Mark

Reversed Symbol

反转文字

反转徽标

The Reversed Logo is designed for optimal visibility on dark backgrounds. By inverting the colors, we maintain brand recognition and ensure a striking presence in scenarios where a light logo might not be suitable.

The Reversed Word Mark provides a distinctive representation of Luckin when placed on darker backgrounds. Inverting the text colors ensures legibility and brand continuity. This adaptation enhances versatility and reinforces the brand's impact in various contexts.

By inverting the symbol's colors, we ensure that the iconic element remains recognizable and impactful. This adaptation allows the symbol to maintain its visual strength and identity in environments where a light symbol may not be as effective.

反相标志专为在深色背景上获得最佳可见性而设 计。通过反转颜色，我们保持品牌的识别度， 在光亮的标志不适用的场景中确保引人注目的存 在。

反相文字标识在较深背景上展现了瑞幸独特的形 象。通过反转文字颜色，确保了可读性和品牌的 一致性。这种适应性提升了多样性，增强了品牌 在各种情境中的影响力。

通过反转符号的颜色，我们确保标志性元素保持 可识别和引人注目。这种调整使得符号能够在光 亮背景不够有效的环境中保持其视觉力量和身份 认同。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Logo 图 标 Reversed color version

颜色反转

The Color Version of the Reversed Symbol adds vibrancy and energy to the Luckin brand icon when placed on dark backgrounds. By incorporating a carefully selected color palette, this version maintains brand consistency while ensuring visibility and impact. The use of color enhances the symbol's dynamic presence and reinforces its recognition in diverse settings. 反相符号的彩色版本在深色背景上为瑞幸品牌图 标注入了活力和能量。通过采用精心挑选的色彩 搭配，这个版本保持了品牌的一致性，同时确保 了可见性和冲击力。色彩的运用增强了符号的动 感存在感，并在不同环境中强化了其识别度。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Avatar

头像

Instagram Avatar

INS 头像

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我们的 Instagram 头像版本的标志专为 Instagram 个人资料图片的圆形格式定制，确保 在平台上呈现独特而引人注目的形象。圆形设计 与个人资料图片框架相协调，营造出连贯而引人 注目的视觉存在感。这个版本使得我们的品牌在 保持其身份的同时，适应了 Instagram 头像的独 特展示风格。

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The Instagram Avatar version of our logo is customized for the circular format of Instagram profile pictures, ensuring a distinct and impactful representation on the platform. The circular design harmonizes with the profile picture frame, creating a seamless and eye-catching visual presence. This version allows our brand to maintain its identity while adapting to the unique presentation style of Instagram avatars.

110px

180px

Mobile size

Desktop size

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Avatar

头像

Facebook Avatar

脸书头像

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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我们的 Facebook 头像版本的标志专为该平台的 正方形格式定制，确保在 Facebook 上具有视觉 吸引力和识别度。紧凑的设计和优化的布局在头 像空间的限制内保持了我们品牌身份的完整性。 这个版本使得我们的品牌能够在 Facebook 环境 中无缝融入，同时保持强大而统一的视觉呈现。

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The Facebook Avatar version of our logo is tailored for the square format of the platform, ensuring a visually appealing and recognizable presence on Facebook. The compact design and optimized layout maintain the integrity of our brand identity within the constraints of the avatar space. This version allows our brand to seamlessly integrate into the Facebook environment while maintaining a strong and cohesive visual representation.

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132px

Normal version

Special version

Avatar

头像

Wechat Avatar

微信头像

我们的微信头像版本的标志经过优化，适用于微 信的圆形个人资料图片格式，在平台上呈现出无 缝和视觉愉悦的形象。圆形设计与微信的个人资 料图片框架相协调，保持品牌的一致性，同时提 供美观的外观。这个版本使得我们的品牌能够在 微信环境中顺利融入，向观众呈现出一种统一而 可识别的形象。

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The WeChat Avatar version of our logo is optimized for the circular profile picture format on WeChat, ensuring a seamless and visually pleasing representation within the platform. The circular design aligns with WeChat's profile picture frame, maintaining brand consistency while providing an aesthetically pleasing appearance. This version allows our brand to integrate smoothly into the WeChat environment, presenting a cohesive and recognizable image to our audience.

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Avatar Favicon

头像

网站头像

我们标志的 Favicon 版本被设计成网站标签和书 签的小型可识别图标。其简化的设计确保在缩小 尺寸时仍然清晰可见，保持了品牌的身份并增强 了用户体验。这个版本使得我们的标志在数字领 域中能够产生独特而令人难忘的印象。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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The Favicon version of our logo is crafted to serve as a small and recognizable icon for website tabs and bookmarks. Its simplified design ensures clarity even in reduced dimensions, maintaining our brand's identity and enhancing user experience. This version allows our logo to make a distinctive and memorable impression in the digital landscape.

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TYPOGRAPHY

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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Typography

字体 Main Typeface in Western

主要西文字体

Ubuntu Bold The main typeface used in Western regions is carefully selected to reflect the modern and innovative identity of Luckin. Its clean lines and distinctive characters convey a sense of professionalism and forward-thinking. In cases where the main typeface is not available, a substitute generic typeface is employed to ensure consistent readability and maintain a cohesive visual presentation across various communication materials. 在西方地区使用的主要字体经过精心选择，以体 现瑞幸现代创新的品牌形象。其简洁的线条和独 特的字符传达出专业和前瞻性的感觉。在无法使 用主要字体的情况下，我们采用替代的通用字体， 以确保一致的可读性，并在各种沟通材料中保持 统一的视觉呈现。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Substitute Generic Typeface

Arial Bold

备用西文字体

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Typography

字体 Main Typeface in Chinese Hanzi

主要中文字体

也字工厂熬夜黑 The main typeface used for Chinese Hanzi is carefully chosen to embody the essence of Luckin's brand in the Chinese context. Its elegant strokes and balanced proportions contribute to a visual identity that reflects our commitment to quality and cultural relevance. In situations where the main typeface is unavailable, a substitute generic Hanzi typeface is applied, ensuring consistent legibility and maintaining a unified visual representation in various communications. 在中文汉字中使用的主要字体经过精心选择，以 体现瑞幸在中文环境中的品牌本质。其优雅的笔 画和平衡的比例共同构建了一个视觉形象，反映 了我们对质量和文化相关性的承诺。在无法使用 主要字体的情况下，我们采用替代的通用汉字字 体，以确保一致的可读性，并在各种沟通中保持 统一的视觉呈现。

滚滚长江东逝水，浪花淘尽英雄。 是非成败转头空，青山依旧在，几度夕阳红。 0123456789

Substitute Generic Hanzi

备用中文字体

字跳字唱无畏-闪 滚滚长江东逝水，浪花淘尽英雄。 是非成败转头空，青山依旧在，几度夕阳红。 0123456789

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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COLOR

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

COLOR

颜色

Color Palette

调色盘

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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COLOR Main color

颜色

主要颜色

RGB: 54/55/225 CMYK: 87/75/0/0 HEX: 3637E1

Auxiliary color

RGB: 74/173/241 CMYK: 65/20/0/0 HEX: 4AADF1

辅助颜色

RGB: 0/0/0 CMYK: 100/100/100/100 HEX: 000000 20

RGB: 90/239/173 CMYK: 56/0/48/0 HEX: 5AEFAD

RGB: 255/255/255 CMYK: 0/0/0/0 HEX: FFFFFF

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

RGB: 92/235/241 CMYK: 53/0/18/0 HEX: 5CEBF1

RGB: 18/18/78 CMYK: 100/100/61/24 HEX: 12124E

RGB: 12/51/136 CMYK: 100/90/10/0 HEX: 0C3388

COLOR Pantone

颜色

潘通色卡

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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DSIGN341-WEEK12

SECTION: USE OF TYPOGRAPHY MERCH

TANGXin Sophia

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

MERCH Poster

商品

海报

The poster mockup showcases the dynamic application of our logo and branding elements in real-world scenarios. Through carefully crafted layouts and engaging visuals, the poster demonstrates how Luckin's brand identity can captivate audiences and create a strong presence in promotional materials. This mockup serves as a powerful tool to envision the impact of our brand in diverse marketing contexts. 海报模拟展示了我们标志和品牌元素在现实场景 中的动态运用。通过精心设计的布局和引人入胜 的视觉效果，海报演示了瑞幸品牌身份如何吸引 观众，在宣传材料中建立强大的存在感。这个模 拟成为了一个强大的工具，帮助我们在不同的营 销环境中预见品牌的影响力。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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MERCH Tote Bag

商品

托特包

The Tote Bag mockup illustrates how our logo seamlessly integrates into the design of a practical and stylish accessory. This showcases the versatility of Luckin's brand presence in everyday items, ensuring a consistent and eyecatching representation. The Tote Bag mockup serves as a visual exploration of how our brand can enhance the appeal of daily essentials. 手提袋模拟展示了我们标志如何无缝地融入到一 个实用且时尚的配饰设计中。这展示了瑞幸品牌 在日常物品中存在的多样性，确保了一致而引人 注目的呈现。手提袋模拟作为一个视觉探索，呈 现了我们品牌如何提升日常必需品吸引力的方 式。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

MERCH

商品

Business card

名片

The Business Card mockup demonstrates the seamless integration of our logo and brand elements in a compact and professional format.

Through a well-designed layout, the business card exemplifies how Luckin's brand identity can make a lasting impression in networking and business interactions. This mockup showcases the attention to detail and sophistication inherent in our brand presentation on a tangible business item. 名片模拟展示了我们标志和品牌元素在一种紧凑 而专业的格式中的无缝融合。通过巧妙设计的布 局，名片示范了瑞幸品牌身份在社交和商务互动 中如何留下深刻印象。这个模拟展示了我们在实 体而重要的商务物品上品牌呈现中的细致入微和 精致感。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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MERCH Cap

商品

棒球帽

The Cap mockup showcases our logo and branding elements seamlessly incorporated into the design of a stylish cap. This visual representation illustrates how Luckin's brand identity can be effortlessly integrated into everyday fashion, making a bold and recognizable statement. The Cap mockup emphasizes the adaptability and versatility of our brand across various lifestyle products. 帽子模拟展示了我们标志和品牌元素如何无缝地 融入到时尚帽子的设计中。这个视觉呈现展示了 瑞幸品牌身份如何轻松地融入到日常时尚中，发 出鲜明而可识别的宣言。帽子模拟强调了我们品 牌在各种生活方式产品中的适应性和多样性。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

MERCH Papercup

商品

纸杯

The Papercup mockup features our logo and brand elements seamlessly incorporated into the design of a stylish paper cup. This visual representation highlights how Luckin's brand identity can enhance the aesthetics of everyday items, providing a fresh and appealing look to a common product. The Papercup mockup showcases the brand's commitment to merging functionality with an eye-catching design. 纸杯模拟展示了我们标志和品牌元素如何无缝地 融入到时尚纸杯的设计中。这个视觉呈现突显了 瑞幸品牌身份如何提升日常物品的美感，为常见 产品带来清新和吸引人的外观。纸杯模拟展示了 品牌将功能与引人注目的设计融为一体的承诺。

Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

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MERCH Coffee Mug

商品 咖啡杯 The Coffee Mug mockup demonstrate the seamless integration of our logo and brand elements into the design of a stylish coffee mug. This visual representation showcases how Luckin's brand identity can enhance the everyday coffee-drinking experience, combining functionality with an aesthetically pleasing design. The Coffee Mug mockup underlines our commitment to delivering a consistent and visually appealing brand presence in routine activities. 咖啡杯模拟展示了我们标志和品牌 元素如何无缝地融入到时尚咖啡杯 的设计中。这个视觉呈现展示了瑞 幸品牌身份如何提升日常咖啡饮用 体验，将功能与美学设计相结合。 咖啡杯模拟强调了我们致力于在日 常活动中提供一致而引人注目的品 牌存在感的承诺。

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Luckin Corporate Brand Gudeines | Luckin Confidential | 04 January 2024

MERCH Car Wrap

商品

车贴膜 The Car Wrap mockup illustrates the application of our logo and branding elements on a vehicle's exterior. This dynamic representation showcases how Luckin's brand identity can grab attention on the move, turning ordinary vehicles into mobile brand ambassadors. The Car Wrap mockup emphasizes the versatility of our brand in creating a striking visual impact across diverse marketing channels. 汽车贴膜模拟展示了我们标志和品 牌元素在车辆外部的应用。这个动 态的呈现展示了瑞幸品牌身份如何 在移动中引起注意，将普通的车辆 变成移动的品牌大使。汽车贴膜模 拟强调了我们品牌在不同营销渠道 中创造引人注目的视觉冲击力的多 样性。

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