Cold brew with sparkling coffee beverage is still a relatively new and unfamiliar coffee category for domestic coffee drinkers in China local market. In order to introduce this brand-new coffee beverage to Millennials and masstige consumers in tier-one cities, we try to craft the Chinese character "cold brew" in "China Fashion" style, with the traditional Chinese brush calligraphy execution. This bold, vigorous and iconic expression and the sophisticated art of cold brew coffee complement each other.
To keep the consistency of brand visual identity as well as product portfolio, we maintain the brand VI blue colour on top part of packaging while bold and modern design execution of bubbles on bottom part of pack to show the product concept. With such a bold and eye-catching visual impact, it provides much more consumer attention on shelf in the CVS and other sales channels.