FUNDOO has observed that coffee nowadays is a panacea for contemporary young white-collar workers amid high pressure and heavy workloads. Their extreme dependence on caffeine is like a silent struggle against monotonous work, trying to grasp that bit of love for life in the fast-paced work. From this perspective, FUNDOO has expanded into a lifestyle brand around coffee and its related products. To express the uncompromising attitude of contemporary young people towards the dull working environment and help users regain their love for life. Fandou conveys to people a brand concept of facing up to self-expression and loving life.

FUNDOO 反豆观察到现在的咖啡是当代年轻白领在高压繁重工作中的一剂良药。他们对咖啡因的极度依赖，像在与枯燥工作做无声的斗争，想在快节奏的工作中抓住对生活的那点热爱。FUNDOO反豆以此为角度切入，围绕咖啡及其周边产品拓展为生活方式品牌。为当代年轻人对枯燥工作环境表达不妥协，帮助用户重拾对生活的热爱。反豆向人们传递着一种正视自我表达，对生活热爱的品牌理念。