Lotte - Truger - Design packaging for a new premium value beer - Selected version
CHALLENGE: in response to the growing success of Hite Jinro Corporation’s Filite, Lotte Chilsung Beverage Co., Ltd. sought to strengthen its position within the competitive Korean beer market by launching two distinct beer brands, Coolife, a value beer featuring an animal-based character, and Truger, a premium value beer.
Initially, the brand name "Kling" was considered, but ultimately, "Truger" was chosen, a fusion of the words "True" and "Lager" to emphasize authenticity and quality.
For Truger, the goal was to embody the sophistication of Japanese premium beers, after conducting thorough market research, I developed a brand identity that highlighted a sleek, minimalist wave illustration, a nod to the understated elegance often seen in Japanese design.
This was further enhanced with luxurious packaging, designed to reflect the high-end, refined aesthetic found in Japan’s premium beer market, through this thoughtful design approach, Truger successfully differentiated itself from competitors, establishing a strong foothold in the premium beer segment.
Initially, the brand name "Kling" was considered, but ultimately, "Truger" was chosen, a fusion of the words "True" and "Lager" to emphasize authenticity and quality.
For Truger, the goal was to embody the sophistication of Japanese premium beers, after conducting thorough market research, I developed a brand identity that highlighted a sleek, minimalist wave illustration, a nod to the understated elegance often seen in Japanese design.
This was further enhanced with luxurious packaging, designed to reflect the high-end, refined aesthetic found in Japan’s premium beer market, through this thoughtful design approach, Truger successfully differentiated itself from competitors, establishing a strong foothold in the premium beer segment.
Lotte - Truger - Design packaging for a new premium value beer - Selected subsidiary version
Lotte - Truger - Design packaging for a new premium value beer - Other versions presented to the client
Lotte - Truger - Graphic design
CONTEXT: Lotte Chilsung Beverage Co., Ltd., a subsidiary of Lotte Corporation, stands as one of South Korea's most prominent beverage manufacturers, Lotte Corporation, founded in Tokyo on June 28, 1948, by Korean entrepreneur Shin Kyuk-ho, has since evolved into South Korea's fifth-largest conglomerate, with diverse business interests spanning food, retail, chemicals, and construction. Lotte Chilsung Beverage, established in 1950, began its journey as Chilsung Cider during the early development of South Korea's soft drink industry.
Over the decades, Lotte Chilsung has continuously expanded its portfolio, offering a wide range of beverages, including carbonated drinks, fruit juices, bottled water, coffee, and alcoholic beverages, the company has consistently demonstrated its commitment to innovation and quality, securing its position as a leading force in the beverage sector both domestically and internationally.
With over 70 years of expertise, Lotte Chilsung has become a national icon and market leader in South Korea's beverage industry, maintaining a competitive edge in a rapidly globalizing market, the company’s success is anchored in its strong domestic presence, bolstered by strategic marketing, product diversification, and its ability to adapt to changing consumer preferences.
One of Lotte Chilsung's notable achievements is the success of Kloud Beer, a premium beer brand introduced to the market in 2014. In its first 100 days, the company sold an impressive 27 million cans, capturing around 16% of the market share in large supermarkets, this remarkable feat underscores Lotte Chilsung's capacity to innovate and compete in the highly competitive alcoholic beverage sector.
As the company looks to the future, Lotte Chilsung Beverage Co. is focused on expanding its global footprint, pursuing sustainable growth through continued innovation and responsible corporate practices, leveraging its solid foundation in the domestic market, the company is poised to further establish itself as a world-class integrated beverage company, with ambitions to meet the diverse needs of consumers worldwide.
Over the decades, Lotte Chilsung has continuously expanded its portfolio, offering a wide range of beverages, including carbonated drinks, fruit juices, bottled water, coffee, and alcoholic beverages, the company has consistently demonstrated its commitment to innovation and quality, securing its position as a leading force in the beverage sector both domestically and internationally.
With over 70 years of expertise, Lotte Chilsung has become a national icon and market leader in South Korea's beverage industry, maintaining a competitive edge in a rapidly globalizing market, the company’s success is anchored in its strong domestic presence, bolstered by strategic marketing, product diversification, and its ability to adapt to changing consumer preferences.
One of Lotte Chilsung's notable achievements is the success of Kloud Beer, a premium beer brand introduced to the market in 2014. In its first 100 days, the company sold an impressive 27 million cans, capturing around 16% of the market share in large supermarkets, this remarkable feat underscores Lotte Chilsung's capacity to innovate and compete in the highly competitive alcoholic beverage sector.
As the company looks to the future, Lotte Chilsung Beverage Co. is focused on expanding its global footprint, pursuing sustainable growth through continued innovation and responsible corporate practices, leveraging its solid foundation in the domestic market, the company is poised to further establish itself as a world-class integrated beverage company, with ambitions to meet the diverse needs of consumers worldwide.
