© 2025 thathalfasian
A Korean American designer based in Orlando that loves cats a whole lot and branding a little more. Work mainly consists of developing visual identities, illustration, and packaging design.
LOTTE MARKET
A self-initiated three-part rebranding project aimed at creating a visual identity system from Lotte Market Plaza. Each rebrand followed the same goal of following the conglomerate’s motto of “bringing happiness to anyone.
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.
Rebrand 2
Lotte Market can often be found in College towns, meaning there are large surmounts of younger generations like Gen Z that have the opportunity to be introduced to new markets. In South Korea it can be considered normal for students to study out late into the night, leading to them enjoying night life to a different extent. For this brand direction, the main focus will be on Korean night life for young students under the context of an Asian market open 24/7. The area is bright, overwhelming, and full of life and food. The food markets make your food fresh in front of you, leaving a smile on your face and a night to enjoy yourself as you please.