FUNDOO
Capsule Coffee
Client
FUNDOO
Service
Logo Design
Visual identification system
Packaging design
Team
CD:Kevin、Lin
D:S、dididubi
3D:7%
T:2025.07
FUNDOO
Service
Logo Design
Visual identification system
Packaging design
Team
CD:Kevin、Lin
D:S、dididubi
3D:7%
T:2025.07
Through systematic full-brand design, FUNDOO Capsule Coffee has successfully established a brand image that combines youthful attitude with lifestyle attributes in the rapidly growing capsule coffee market. Against the industry backdrop of capsule coffee becoming a high-growth coffee category with a year-on-year increase of 226.8%, FUNDOO precisely targets the coffee consumption scenarios of contemporary young white-collar workers. The refreshed brand visual system, centered on the FUNDOO brand symbol, expands into a lifestyle brand around coffee and its related products, laying a solid visual foundation for the brand’s continued expansion in the high-growth capsule coffee track.
FUNDOO observed that coffee has become a remedy for contemporary young white-collar workers under high-pressure and demanding workloads. Their extreme dependence on caffeine resembles a silent struggle against dull work, as they try to grasp that bit of love for life amid a fast-paced working environment. Taking this as its entry point, FUNDOO has expanded around coffee and related products into a lifestyle brand, giving contemporary young people a way to express their refusal to compromise with dull working environments and helping users rediscover their love for life. The brand conveys a philosophy of embracing self-expression and a love for life.
This project provides comprehensive brand design services. Its core objective is to help the brand establish a differentiated, youthful, and emotionally resonant brand visual image in the increasingly competitive capsule coffee market. Starting from the coffee consumption scenarios and emotional needs of contemporary young white-collar workers, we established the design direction of “youthful attitude + lifestyle.” The brand symbol is developed through a visual symbolic treatment centered on the FUNDOO brand name, using a concise and modern visual language to convey the brand’s youthful attitude and uncompromising spirit. Through visual design, it communicates the brand philosophy of “embracing self-expression and a love for life,” enabling consumers to immediately feel the brand’s emotional warmth and value proposition upon encountering the product. The brand visual system not only serves the capsule coffee product itself but also possesses extensibility toward coffee-related products, providing unified visual assets for the brand’s strategic upgrade from a single coffee product to a lifestyle brand. Through this comprehensive brand design system combining youthful tonality, recognition efficiency, and lifestyle attributes, FUNDOO Capsule Coffee has successfully established a brand symbol with strong visual recognition, clear brand positioning, and emotional resonance, laying a solid visual foundation for the brand’s continued expansion in the high-growth capsule coffee track.