Luckin Coffee is a coffee chain that lives inside a phone. You order and pay in the app, walk to a small counter, read out a pickup code and leave. There is no register and no lounge, so the brand lives on white screens and white paper cups.

The system is built from that: a white deer in a deep blue roundel, crisp product shots on white, condensed figures for prices and codes, and one promo orange kept for coupons and limited-time tags.