When I thought about the Infographic about Chinese business organizations, I could not find a specific one since there are too many. But if you let me pick one and discuss it, I will say my favorite Café, Lucking Coffee, is a good example.
When I clicked on their English website, I saw the quote: “ Our vision is to build a world-class coffee brand and become part of everyone’s daily life.” He is not lying. Lucking Coffee has already built connections with multiple coffee masters around the world. One of the baristas, Agnieszka Rojewska, is the first female champion of the 2018 World Barista Championship.
Like Starbucks, when I walked into the store, the infographic design promoted the comments from those coffee masters. Also, there was a small introduction about the company’s background. However, the most crucial point about Lucking Coffee is not just the connection with the masters and their stories. It is about the advertisement.
When I compared Starbucks and Lucking Coffee’s menu infographics, I saw that Starbucks always used a green background for their menu and most of their campaigns. But Lucking’s website is more diverse. They use different backgrounds for specific types of drinks. For example, one of their types of drink is juice with coffee. So, they will use fruits as a background with a colorful design to make it fresh.
On the other hand, their most popular drink was a MaoTai latte. Which is also one of the most interesting drinks I’ve ever seen. Maotai is one of the luxury white liquor brands in China. So they put MaoTai liquor flavor cream and latte mix together. What they did for the infographic poster for the MaoTai latte was the same as a fruity americano. They put the Maotai bottle decoration on the poster with the coffee. The interesting combo with the graph made many people try the drink. (If you visit their store and try the drink, don’t drive after you have finished it; you might get in trouble).
In the end, Lucking Coffee really likes using visual diversity for their data visualization work instead of writing long descriptions of the products. Their strategy not only improves customers’ effects but also strengthens their branding and stays longer inside customers’ heads.
Tim’s Blog 