The Application of Semiotics in Cross-Boundary Cobranding for the Brand Identity Design of Luckin Coffee

Abstract

As a coffee chain brand, Luckin Coffee entered the Chinese market in 2017, positioning itself as a domestic brand offering "affordable and accessible" quality coffee for the general public. With the continuous expansion of the consumer market and increasingly fierce competition among brands, Luckin Coffee has adopted comprehensive strategies to stabilize its market position and strengthen consumer purchasing intent. In addition to leveraging a new retail model enabled by mobile internet and big data, Luckin Coffee has actively pursued cross-boundary cobranding. This emerging marketing strategy disrupts traditional brand design paradigms by integrating cultural and visual elements through collaboration with diverse IPs or artists. Such cobranded initiatives foster innovation in brand design, enhancing both the image and cultural value of the brand while offering a novel approach to redefining brand identity.