Lotte - Coolife - Design packaging for a new casual value beer - Selected version
CHALLENGE: At that time, Lotte Chilsung Beverage Co., Ltd. sought to compete with Hite Jinro Corporation, which had recently introduced Filite, a casual value beer that became a significant success in the Korean market, Filite’s packaging prominently featured an elephant as its central design element.
Lotte Chilsung tasked us with developing an animal-based character for their own value beer named Coolife, after careful consideration, we proposed a penguin as the brand’s signature mascot.
For several months, we explored various design concepts centered around different types of penguins, crafting multiple iterations of packaging, however, during the design process, a new competitor entered the market, and OB Corporation launched FilGood, another budget beer, using a whale as its main character.
Despite its initial potential, FilGood did not perform well in the Korean market, and its failure caused Lotte Chilsung to reevaluate their approach, they revised the brief, shifting focus away from animal characters entirely.
We were now challenged to create something fresh, distinctive, and unconventional, it was during this phase that I conceived the idea of a space-themed design, featuring a UFO as the central motif, marking a bold departure from the typical animal-based branding.
Lotte Chilsung tasked us with developing an animal-based character for their own value beer named Coolife, after careful consideration, we proposed a penguin as the brand’s signature mascot.
For several months, we explored various design concepts centered around different types of penguins, crafting multiple iterations of packaging, however, during the design process, a new competitor entered the market, and OB Corporation launched FilGood, another budget beer, using a whale as its main character.
Despite its initial potential, FilGood did not perform well in the Korean market, and its failure caused Lotte Chilsung to reevaluate their approach, they revised the brief, shifting focus away from animal characters entirely.
We were now challenged to create something fresh, distinctive, and unconventional, it was during this phase that I conceived the idea of a space-themed design, featuring a UFO as the central motif, marking a bold departure from the typical animal-based branding.
Lotte - Coolife - 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.
Lotte - Coolife - Tee-shirt
Lotte - Coolife - Graphic design
