Why the Manner cup collaboration split coffee culture fans

Manner launched a three-way collaboration with fashion magazine Fantastic Man and fashion brand Thom Browne, releasing a Tiramisu Latte and a co-branded canvas tote bag. The cups, printed at random with literary excerpts from writers such as Borges, Ian McEwan and Milan Kundera, drew more attention than the drink itself. Reactions split: some customers skipped bringing their own cups just to collect the packaging, while others barely recognised the brand because its logo was reduced to small text among the quotes.

The co-branded packaging sold out quickly, with some stores already out of stock and the company restocking urgently. One customer reported paying an extra 5 yuan for a set meal to obtain a cup. For the coffee industry, the episode shows how packaging and literary design can drive short-term demand, and how far a brand can shrink its own mark before regular customers lose sight of who is selling the drink.

Manner recently teamed up with the fashion magazine Fantastic Man and the fashion brand Thom Browne for a three-way collaboration, launching the "Tiramisu Latte" and a co-branded canvas tote bag. However, what truly ignited social discussion was not the drink itself, but the themed cups dressed in a literary guise. The cups are randomly printed with literary excerpts from writers such as Borges, Ian McEwan, and Milan Kundera, with hot and cold cups featuring black text on a white background and white text on a transparent background respectively, exuding a strong artistic flair. Some people gave up their habit of bringing their own cups just to collect the cups, spending an extra 5 yuan on a set meal; some consumers even remarked that because the brand logo was shrunk into small text mixed among the quotes, they almost failed to recognize Manner's delivery. The co-branded packaging quickly sold out, with some stores already out of stock, and the company stated it was urgently restocking. Front Street Coffee keeps a close eye on coffee industry news and brand collaboration trends, bringing you timely reports.

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Recently, Manner officially announced a three-way collaboration with the fashion magazine Fantastic Man and the fashion brand Thom Browne, launching the co-branded drink "Tiramisu Latte" and a co-branded canvas tote bag.

After the collaboration launched, it quickly drew attention on social media and became the center of discussion among netizens. Interestingly, what netizens discussed this time was neither the speed of Manner stores in serving drinks after the campaign launched, nor whether the taste of the new drink met public expectations, but rather the co-branded themed cups dressed in new outfits.

It is understood that the co-branded cups launched in this Manner collaboration focus on a literary style, with literary quotes from writers such as Borges, Ian McEwan, and Milan Kundera randomly appearing on the cups. Judging from feedback on social media, whether it is the hot drink cup with black text on a white background or the cold drink cup with white text on a transparent background, the appearance after putting on "new clothes" is extremely artistic, instantly capturing the hearts of literary young people.

For a time, many users, in order to get their hands on this Manner co-branded themed cup, deliberately opened the mini-program or delivery app to buy a cup of coffee. Some regular customers even gave up their cultivated habit of bringing their own cups, choosing to pay 5 yuan more than usual to get the literary-style takeaway cup they had been longing for, "specifically buying the set meal for this cup," "gotta get one no matter what."

The first wave of early adopters couldn't wait to hold the new cups in their hands, or pair them with the co-branded paper bags whose layout design rivaled magazine covers, taking one photogenic picture after another. Appearance-focused fans couldn't help exclaiming that Manner's limited-edition packaging this time was truly surprising, "good-looking and high-end."

However, although Manner's new cups won the love of literary young people, they did not gain recognition from all users. Some pointed out that on Manner's new takeaway cups, the brand logo changed from the original inverted triangle to a line of small text, which became somewhat inconspicuous when mixed among the literary quotes.

And although the takeaway paper bag looks similar to a certain magazine cover, its brand logo is not prominent, so much so that some consumers unfamiliar with the collaboration activity couldn't recognize at first glance that what was inside this "dark" takeaway bag was the coffee they had bought. "I almost didn't recognize my delivery," "Who could tell this is Manner's delivery?", "When I first got it, I thought the delivery had been sent by mistake," they said, expressing that because they didn't recognize Manner's new packaging, it almost caused unnecessary misunderstandings.

Regarding Manner's literary-style packaging this time, many customers made no secret of their affection. In their view, although it was merely printing a few literary quotes on takeaway cups, the co-branded themed cups appeared to fit well with Manner's simple and elegant brand tone, and consumers who received the cups might involuntarily pause to look at them a couple more times, believing that Manner's new packaging provided users with ample emotional value.

Also because the literary-themed cups were pursued by a large number of fans, some stores successively announced that the co-branded packaging was sold out shortly after the campaign launched, so much so that some customers reported that they had purchased specified set meals but did not receive the long-awaited limited-edition cups. In response to this situation, Manner has stated on social media that it will urgently replenish the inventory of co-branded limited-edition packaging materials, and suggested that consumers call stores to check inventory before placing orders.

Image source: Xiaohongshu

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