Research on AR Technology Packaging Design for Coffee Brands in New Retail Model - Take Luckin Coffee as an Example

DOI

10.2991/978-94-6463-046-6_62How to use a DOI?

Keywords

New Retail Coffee; Luckin Coffee; AR Technology; User Experience

Abstract

With the continuous development of the Internet and big data technology, the new retail model has enough room for development, and Luckin Coffee, as the representative company of new retail coffee in China, has become an emerging brand in China in just one year, gaining a good reputation and being able to stand out from Starbucks' unique situation to become the second-largest coffee chain brand in China. Nowadays, with the help of 5G technology, the application of augmented reality technology provides an opportunity for packaging design innovation, provides ideas to enhance the experience of packaging design, and adds interaction between packaging design and users as well, thus making the product more interesting. From traditional packaging design to AR technology design is undoubtedly a qualitative leap. Taking Luckin Coffee as an example, this paper discusses and studies the new retail model of Luckin Coffee, takes its coffee brand packaging as an object, carries out user demand analysis and simulation model establishment, and studies how to improve offline user experience and bring a new consumer experience by applying AR technology to packaging design.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ming Zhao
AU  - Ying Bao
AU  - Hongming Bian
PY  - 2022
DA  - 2022/12/17
TI  - Research on AR Technology Packaging Design for Coffee Brands in New Retail Model - Take Luckin Coffee as an Example
BT  - Proceedings of the 2022 2nd International Conference on Computer Technology and Media Convergence Design (CTMCD 2022)
PB  - Atlantis Press
SP  - 528
EP  - 536
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-046-6_62
DO  - 10.2991/978-94-6463-046-6_62
ID  - Zhao2022
ER  -