Lucky VS happy tea! After rolling up the beverage roll, the more earthy, the simpler, the higher the sales?!

After Luckin Coffee became new, many loyal fans of raw coconut lattes turned their attention to the earthy coconut cloud lattes, and some netizens teased that the packaging was earthy and trendy, and that the purpose of drinking coconut cloud lattes was not even because of the taste of the drink, but for the packaging of the drink.

A brand that has never been co-signed with the outside world for 34 years is now working with Lucky, of course, there are a lot of small partners who want to get around.

This kind of earthy joint-name packaging has also become a new symbol of the trend. On Weibo, we can see that some friends are unhappy that they are not so lucky that the coconut cloud latte has no earthy bags or iconic cup covers.

Lucky Weibo released the message on April 8: "the countdown is three days!" The co-brand is co-branded for the first time in 34 years, along with a joint poster with Lucky's classic coffee cup on the left and a mosaic on the right.

However, for children in the south, the colors of black, yellow, red and blue are no stranger, and netizens in the comment area directly see through the true face of this mosaic.

Since 2005, coconut brand coconut milk packaging design by coconut group chairman Wang Guangxing personally, his requirements for product packaging: the word should be big enough, the color should be bright enough. The word "coconut tree" on the package is enlarged, the color of the two words is changed to bright yellow, and the black bottle is used to form a hedge with the yellow logo, in order to firmly grasp the eyes of consumers. Coconut Group since then a series of marketing means is to continue to play vulgar edge ball, so that more consumers remember the design appearance of this brand.

This time, the joint name of coconut tree and lucky tree also inherits the elegant demeanor of coconut tree "mudslide", and has some restraint in packaging copywriting. For example, the phrase "drink from childhood to atmosphere" is no longer "drink from childhood to big". In addition, some pixel versions of small patterns have been added, which have successfully caught up with the recent popular NFT and metasmology, bringing the "old-fashioned" design back to the modern "punk cyber" era. The combination of the "earthy taste" of coconut trees and the "youth" of Lucky has become a bright spot in marketing.

When it comes to cross-border joint names, Xi Cha can be said to be at the "expert" level in this respect. However, the difference between Xi Cha and Rui Xing is that Rui Xing focuses on "local flavor" and pursues "trend".

Happy Tea Weibo released a message on April 6 that it was co-signed with Hiroshi Fujiwara. Hiroshi Fujiwara is an iconic figure in the Japanese fashion world. As a music producer and fashion designer, he is known by the public as the Godfather of Harajuku, and his designs and joint works are always sold at high prices by the chase groups.

This time, the cooperation between Xi Tea and Fujiwara Hiroshi Fujiwara, from the cup body, cup cover, packaging bag to the limited edition art is a newly designed extremely simple and dumb light and black.

The "blackening" style of Xi Tea coincides with Hiroshi Fujiwara's iconic design style. From the happy tea "black" logo and Fujiwara Hiroshi Fragment Design's double flash store logo style is very similar.

With the limelight of "Fashion Godfather" and street style, Xi Cha has absorbed a wave of fans of street culture.

The joint action of Ruixing and Xi Tea also used a black background, while the graphics and text chose colors that were in sharp contrast to dark black, such as white, yellow, red and blue. Choose different colors of contrast, but also give people a different feeling.

The black and white contrast of Xi tea and Hiroshi Fujiwara gives people a sense of nobility, luxury and simplicity. It coincides with the simplicity and high-level in "street culture", and at the same time strengthens the attribute of tea-loving trend.

Lucky and coconut trees, although the same application of the black background color, but do not fit in with the advanced sense. Red and yellow are the most common colors in food packaging, and they also have positive messages in the minds of Chinese people. Red and yellow, which belong to the same warm color system, are matched to give a strong visual impact. Simple and rude advertising words and blank design make people focus on the earthy taste of the Internet which is exclusive to young people.

It is also a joint name, happy tea is the trend of street culture, while lucky is the ultimate trend. Luckin Coffee's opponent is no longer Starbucks, but the smaller and smaller milk tea circle. Isn't it a rush to compete with Xi Cha for young people?

Photo Source: Internet