Dongseo Foods 'Kanu Innovation' Underway... BI Changed for the First Time in 13 Years

Over 10 Years, Kanu Sells 10 Billion Cups
Improved Stick Coffee Quality Through Consumer Research
"Providing Special Experiences Through Continuous Innovation"

Dongseo Food’s coffee brand ‘KANU’ announced on the 16th that it will improve product design and quality and promote this through the ‘KANU Innovation’ initiative.

Launched in 2011, KANU is an innovative product that allows consumers to conveniently enjoy cafe-quality brewed coffee at a reasonable price, achieving cumulative sales of over 10 billion sticks in the past decade. In response to changes in consumers’ lifestyles and coffee preferences, KANU has continuously introduced product lineups such as KANU Latte, KANU Decaffein, and KANU Signature. Last year, the brand expanded its category by launching premium capsule coffee ‘KANU Barista’ and ‘KANU Whole Bean,’ developing into a representative coffee brand of South Korea.

Through this KANU Innovation, Dongseo Food has completely revamped the brand identity (BI) and package design. The new BI, changed for the first time since its launch in 2011, uses a simple yet highly legible font, and the packaging applies a standardized layout common to KANU sticks, capsules, and whole beans to enhance brand consistency.

The quality of KANU stick coffee has also been improved. Through consumer research, the most preferred Americano taste was identified, and the bean blend ratios were adjusted according to the characteristics of each product?KANU Dark, Mild, and Light. Additionally, processing methods that best express the attributes of each bean were applied to create differentiated flavors for each product.

Dongseo Food also unveiled a new TV commercial alongside the KANU Innovation. The advertisement captures moments where consumers enjoy coffee in various everyday situations in their preferred ways, portraying ‘the moment of facing one’s true self with KANU.’ Dongseo Food stated, “Since introducing the new concept of Korea’s first instant brewed coffee to the market, KANU has continuously innovated by offering diverse product lineups and expanding categories to capsules and whole beans.” They added, “Going forward, KANU plans to provide consumers with special experiences and value anytime and anywhere through ongoing innovation.”