In the last decade, coffee has become more and more popular in China. With many brands expanding from overseas, the Chinese market quickly transformed into the Red Ocean. Among them, the street coffee brand "FOOM" was launched by a Chinese CEO who was only 29 years old at that time. We found that maximizing the attributes of the brand itself would be a winning strategy for the brand.

Young people who are highly sensitive to trends could be FOOM's brand supporters. We created visuals full of a sense of design as a starting point for communication. Furthermore, we add creativity to bring a sense of modernity throughout the entire experience, from the store decoration to the brand novelties, which given to consumers.

By focusing on the entire experience of the brand, including quality products and creative visuals, FOOM can propose a coffee-based lifestyle to young people. As a result, FOOM has become a highly engaged brand. As of 2021, there is a total of 25 stores have opened across China within two years since the brand launched.