Experience & Global

Luckin Coffee

Coffee, reordered.

Supplied brand reference

Luckin's blue cup: an everyday habit in China, still new in the US.

The brief / 06

A speculative US campus campaign introducing a China-born, order-ahead coffee habit to American college students.

Experience & GlobalStrategy / Concept / Creative directionExplore the work / 5 images ↓

01Challenge

Luckin opened its first US stores in New York in June 2025. This concept asks how its order-ahead model fits American campus life, where the ten minutes before class are the busiest of the day.

Luckin Coffee Reordered poster beside a storefront — OOH · Concept executionOOH · "Coffee, Reordered," outside the store, where the old habit (the line) and the new one (the app) are visible at the same time.

Luckin Coffee Reordered drinks poster on a city street — OOH · Concept executionOOH · "Coffee, Reordered," outside the store, where the old habit (the line) and the new one (the app) are visible at the same time.

02Insight

Students don't hate coffee lines because of the wait. They hate them because the line steals the ten minutes before class.

Colorful Luckin fruit teas and lattes — Supplied visual referenceThe menu travels too: the fruit teas and lattes that built the habit in China.

Luckin iced latte and white branded cup — Supplied visual referenceThe menu travels too: the fruit teas and lattes that built the habit in China.

03Concept

Coffee, Reordered. Order on the walk, pick up from a locker, never stand in line. The campaign starts on campus, where schedules are tightest.

Why it works

The line steals the ten minutes before class. Luckin's order-ahead model removes the line, so campus is where its value is clearest.

Next brand / Keep exploring

Aesop

Every city deserves a letter.

Back to Experience & Global

Loading branding