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LOTTE Himart PLUX Integrated Brand Identity & Experience Design (2025)
PLUX is a functional private brand (PB) launched by LOTTE Himart, marking its first major brand renewal in nine years since 'HIMADE.' The brand offers products that practically yet sensibly connect various moments of daily life. As part of a rebranding project to redefine LOTTE Himart’s identity and visual system, FLAKE integrally designed the verbal and visual identity, including the naming of 'PLUX'—a combination of 'Plug' and 'Experience.' To visualize the brand’s core value, "small differences that change daily life," we developed core assets such as the logo, exclusive colors, typography, and pictograms. These were further expanded into application guidelines for product packaging, advertising, and SNS content, systematically establishing a consistent brand experience tailored to the sensibilities of young one-to-two-person households.

플럭스(PLUX)는 롯데하이마트가 2016년 ‘하이메이드’ 이후 9년 만에 새롭게 선보이는 기능 중심의 PB 브랜드로, 일상의 다양한 순간을 실용적이면서도 감각적으로 연결하는 제품을 전개합니다. FLAKE는 롯데하이마트의 정체성과 비주얼 체계를 재정비하는 리브랜딩 프로젝트의 일환으로, ‘Plug(연결)’와 ‘Experience(경험)’를 결합한 PLUX의 네이밍을 포함한 버벌 및 비주얼 아이덴티티 전반을 통합적으로 설계했습니다. 우리는 ‘일상을 바꾸는 작은 차이’라는 브랜드의 핵심 가치를 시각화하기 위해 로고와 전용 컬러, 타이포그래피, 픽토그램 등 핵심 자산을 구축하였으며, 이를 제품 패키지부터 광고, SNS 콘텐츠에 이르는 응용 가이드라인으로 확장했습니다. 이를 통해 젊은 감각의 1~2인 가구를 타깃으로 하는 PLUX만의 일관된 브랜드 경험을 체계적으로 구현했습니다.

Discipline — Brand Identity
Scope — Market Analysis, Trend Analysis, Brand Strategy, Creative Direction, Logo / Symbol, Essence, Value, Concept, Key-visual, Design System, Package, Application, Color Scheme & Usage, Typeface Usage, Guidelines, Promotion
Client — LOTTE
Date — 2025. 04