Allwin pursues fandom commerce where consumers can purchase valuable goods they want for right prices, not focusing on price-based competitions. Based on this, valuable consumption-centered fandom commerce, Allwin visualizes experiences and actions of users who discover goods they want and bid prices they want, as a flag motif at the overall touch-points both online and offline and provide Allwin's unique brand experiences for customers. With a motif of a flag representing a win-win sales approach and fandom, Allwin identified its design essence through expressing Allwin's brand values and concept of a rightful virtuous cycle.