The Coca-Cola Company — Clarity through design.
Designer profile
The design division of LOTTE MART is a creative team that comprehensively designs customer experiences at LOTTE MART’s points of contact with customers. In the rapidly changing distribution market, the members strive to unearth possibilities that can show the brand’s colours, make a fun plan and turn it into a reality. They present images to be shown through various media, such as branding, graphics, packaging, interior design, and signage, rather than being bound by the conventional ideas of domestic megastores. The team develops and operates private brands for not only grocery stores, but also various lifestyle-related categories like deli, meal kits, sports, wine and pets, and is convinced of the fact that their creative activities are bringing about big changes in the daily lives of their customers. Instead of just churning out new products, the company wants to work on helping people discover their own taste and build experiences over time.
Interview with LOTTE MART, Head of Design Management
Red Dot: What does design mean to you?
LOTTE MART, Head of Design Management: I think design is a tool to deliver messages. I want to be someone who can inspire people and win their hearts by communicating messages visually through design.
To what extent do you think new technologies are changing design?
With the emergence of services based on new technologies such as the metaverse and AI curation, the boundary between online and offline is being increasingly blurred. We are therefore focusing more on what can only be offered to customers in brick-and-mortar stores, such as sensory and tactile experiences.
How would you define good communication design?
Conveying emotions and intentions only through images without further explanation. This enables a better communication with others, which leads to positive interactions with each other.
Was your award-winning work inspired by current social issues?
With the COVID-19 pandemic bringing many changes to the domestic liquor market, the number of wine drinkers in South Korea has increased significantly. Against this backdrop, we wanted to create the Bottle Bunker store to be a place that not only sells wines, but also offers a variety of wine-related experiences.
Please describe the concept of creativity against the background of your award-winning work.
The Bottle Bunker illustration series was created to bring pleasant wine experiences to our customers based on many special moments of wine enjoyment. It shows that wine is a medium that transforms everyday life into something special and eventful, focusing not on the taste of wine but on the emotions and occasions when it is enjoyed. In terms of expression, we have opted for partially abstract images rather than realistic portrayals in order to arouse curiosity and leave room for imagination.
