Project background: 55 degrees is a brand with temperature and emotion, and it is also a brand that continuously conveys 55 degrees of life attitude to people around you. Created a new cooling category. It changes people's traditional definition and stereotype of water cup, and also improves the functionality of water cup. It is a cup that can quickly reduce the boiling water that has just been boiled to 55 degrees for human drinking.

Innovative value: its creative design has changed our pain point of drinking boiled water. Overnight, it created a phenomenal explosive product that was popular in the market, and created a miracle of promotion and sales of Chinese domestic brands. And won the 2015 German Red Dot Design Award.

Product strategy: The birth of the 55-degree cooling cup is the personal story of Rococo & Rocco founder Jia Wei. Jia Wei's daughter was impatient to drink water and knocked over the boiling water, which instantly scalded her immature cheek and chest. The father looked at her scalded and crying daughter, but he was at a loss and left a deep barrier in his heart. When Rococo was founded ten years ago, Jia Wei told all the designers of Rococo the pain that had been buried in their hearts.

User insight: The appearance of 55 degrees has changed our stereotype of the cup. The cup is no longer a firm, water-holding vessel in the traditional concept, but a carrier with temperature and emotion. It is the father's apology to his daughter, carrying the love words of "send a cup and warm for a lifetime.