After exploring the visual image, color, and texture of the cafe latte, we concluded to convey the concept of high-quality of the drink was to directly visualize the essence of the product to the customers. We created the layers where the espresso and milk mixed together to express the rich depth of the cafe latte, and at the same time gave it an abstract feel to the image.

By conveying the deep layers of the espresso and creamy milk texture of colors in the KANU LATTE, and with the selection of the paper texture of the package we were able to emphasize the richness of the high-quality instant cafe latte. In TV commercials, incoherent to the communication of KANU. Casting a gentler image model and communicating with emotional visuals, KANU LATTE is getting positive feedback from target audience as well as potential consumers.

Since its launch, KANU LATTE has already garnered more than 20 million, by the stick in sales and has grabbed the lead in attracting people’s appetites in only 2 months. KANU LATTE is rapidly spreading in social medias, describing the taste of the instant café latte is almost identical to the ones in a cafe. In one month, more than 13,000 KANU LATTE package photos were uploaded to the SNS and the KANU LATTE video ads were viewed nearly 15,000 times in youtube. “Finally, instant coffee can be enjoyed just as much as a coffee from a cafe. Especially, at low prices, the coffee market is evolving from brewed coffee to instant coffee latte” an industry official said.