As China’s largest and fastest-growing coffee brand, Luckin Coffee has reshaped modern coffee culture through digital innovation and seamless integration into daily life. Its iconic deer logo has evolved into a symbol of industry leadership, vitality, and luck.

Building on this heritage, we introduce Lucky—a new IP character with distinctive blue antlers. More than an animated version of the logo, Lucky personifies the brand’s spirit of luck through a smart, agile, and contemporary design. This approach moves beyond childish stereotypes to build genuine emotional connections.

Embracing traits like wit, curiosity, and warmth, Lucky mirrors the brand’s mission to bring inspiration to urban life. Whether as a barista, explorer, or companion, Lucky interacts naturally across scenarios—making brand values relatable and adding emotional depth.

From digital touchpoints to physical spaces and merchandise, Lucky creates a cohesive brand ecosystem. This IP not only tells Luckin’s story but also reinforces its cultural identity, fostering lasting emotional engagement through authentic, personality-driven communication.