lotte market
Version 2
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.”
Background
The visual emphasis for this rebrand centered around the experience of Korean night life. The main targets of this rebrand being Gen-Z, young college students that are likely pulling all-nighters from that last minute study sesh. Aiming for a bright, colorful, and energetic visual look meant to emulate the bright signage in Korean streets at night. To emphasize the freshness and happiness of the brand, real fresh fruit was cut, stamped, and imported as brand assets, as if you yourself were standing in the market getting fresh food made for you on the spot. This identity system was overall meant to bring an energetic and new perspective to the shopping market scene compared to traditionally acknowledged.