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LOTTE 『HIMART』 Total BX Design (2024)
Celebrating its 25th anniversary, LOTTE Himart, Korea’s leading electronics retailer with over 370 offline stores and a direct online mall, undertook a comprehensive rebranding to enhance brand perception and redefine its strategic direction. Under the new vision of “Lifetime Care for Home Appliances” and the mission to be “A Place Where Electronics Become Easy,” the brand redefined the concept of home appliance shopping. FLAKE established a comprehensive visual system to ensure this brand vision is consistently delivered across all customer touchpoints. We segmented the core experiences of Himart stores based on their location and scale, developing a visual strategy that allows for a "flexible yet consistent system" where different spatial experiences still resonate with a unified brand identity. FLAKE led the development of key visuals and graphic assets that form the core of the brand strategy. Based on these, we spearheaded the design of extensive applications, including architectural elements like facades and external/internal signage, as well as patterns, packaging, uniforms, and pictograms. Furthermore, by designing systematic guidelines for zoning, ISP (In-Store Promotion), advertising, and promotional materials, we ensured that LOTTE Himart’s new brand experience is multi-dimensionally realized across both online and offline channels.

롯데하이마트는 창립 25주년을 맞이해 브랜드 인식 제고와 미래 방향성 설정을 위한 전사적인 리브랜딩을 단행했습니다. 전국 370여 개의 오프라인 매장과 온라인 쇼핑몰을 운영하는 국내 최대 가전 유통 기업으로서, 롯데하이마트는 ‘가전 라이프 평생 케어’라는 새로운 비전을 선포하고 ‘가전이 쉬워지는 곳’이라는 미션 아래 브랜드 전략을 재정립했습니다. 플레이크는 이러한 브랜드 비전이 고객 접점에서 일관되게 전달될 수 있도록 통합적인 비주얼 시스템을 구축했습니다. 특히 하이마트 스토어의 핵심 경험을 거점과 규모에 따라 세분화하고, 각 공간이 추구하는 경험의 가치는 다르되 브랜드의 정체성은 유연하게 유지되는 ‘유연하면서도 일관된 시스템’을 수립하는 데 집중했습니다. 우리는 브랜드 전략의 핵심이 되는 키비주얼과 그래픽 에셋을 개발하였으며, 이를 기반으로 파사드, 외부 사인, 사인보드와 같은 건축적 요소부터 패턴, 패키지, 유니폼, 픽토그램에 이르는 전방위적 어플리케이션 디자인을 주도했습니다. 또한 매장 내부의 조닝(Zoning)과 ISP(In-Store Promotion), 광고 및 프로모션 영역까지 아우르는 체계적인 가이드라인을 완성하여, 롯데하이마트의 새로운 브랜드 경험이 온·오프라인 전 채널에서 입체적으로 구현되도록 설계했습니다.

Discipline — Corporation Identity
Scope — Market Analysis, Trend Analysis, Strategy, Concept, Visual Identity, Color Scheme & Usage, Typeface & Usage, Application, Pictogram, Webpage, Guidelines
Client — LOTTE
Date — 2023. 10