Cao Zhen

caozhen0806@126.com

SHENZHEN designer Pan Hu (better known as Tiger Pan), who recently designed Luckin Coffee’s Moutai-flavored latte packages, has been selected as the 2024 D&AD Awards’ Packaging Design Jury President, according to Design & Art Direction (D&AD) in Britain.

“It’s a rare opportunity to be the 2024 D&AD Awards’ Packaging Design Jury President, which is my honor. I’m eager to see outstanding ideas and flawless renditions from creative individuals and hope to witness more Chinese designers recognized in D&AD Awards’ prestigious creative list,” said Pan, who has been a D&AD member since 2015.

Established in 1962 by a group of designers and art directors with the goal of raising industry standards and championing creative communication, the D&AD is an inspiring community that celebrates and encourages exceptional design and advertising globally. The D&AD Awards are renowned as a recognition for creativity, attracting top talent from around the world.

A doctoral candidate of the Academy of Arts and Design of Tsinghua University, Pan has been working in the product packaging design industry for over 25 years. His Shekou-based Tiger Pan Packaging Design Lab is highly regarded and active within the design community in China.

Pan’s recent project involved designing packages for Luckin Coffee’s Moutai-flavored latte, which gained significant attention in September. Young Chinese consumers widely shared photos of their coffee cups and delivery bags on social media.

The design features a simple yet impactful approach, emphasizing Luckin Coffee’s iconic blue and Kweichow Moutai’s classic red. While retaining the original design of Luckin’s coffee cups, Pan’s team highlighted the words “Moutai-flavored latte” on cup sleeves and delivery bags, underscoring the coffee’s unique taste resulting from the addition of Moutai liquor.

In an interview with Yangzi Evening News, Pan explained that effective packaging design does not need to be overly complex; it primarily focuses on “solving problems” and serving the present needs.

In a previous interview with Shenzhen Daily, Pan expressed that design inherently possesses a commercial aspect. The primary objective of packaging design, in his view, is to assist clients in achieving a larger market share. He also attributed his success not only to personal efforts but also to the changing environment and the increasing value placed on design in China.

After graduating from the Central Academy of Arts and Design, now known as the Academy of Arts and Design of Tsinghua University, Pan moved to Shenzhen in 1996 and became a professional designer. Earlier this year, he created a Year of the Rabbit stamp sheet for the United Nations Postal Administration (UNPA) to celebrate the Chinese Lunar New Year.