lotte market
Version 1
Brand Visual Identity
Micro + Macro Branding
Duration: 14 weeks
A self-initiated three-part rebranding project aimed at creating a visual identity system for Lotte Market Plaza. Each rebrand followed the same goal of following the conglomerate’s motto of “bringing happiness to anyone.”
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Background
The visual emphasis for this rebrand centered around rice fields with a focus on the motto, “The Foundation of Happiness.” In South Korea, rice is seen as a staple for meals and can be considered a foundation to meals as well. Following that idea, the development of the brand follows the adjectives: Tranquility, Stability, and Versatility, which will all be applied to the building elements of the brand. The main audience is targeted more towards millenials and those that wish to have a more calming, but visually impactful shopping experience. An example is within the logo, the simple block-like build paralleling the tranquil appearance of rice fields. Within the logo, it’s thick and rectangular structure can be formed into a Korean statue known as “Harubang” when flipped, these statues associated with protection. The ability to morph between the statue-like appearance to the peaceful rice sections overall made the logo versatile in use.