Lotte Duty Free's New Visual Identity Wins 'Red Dot Design Award 2022'

Lotte Duty Free's new visual identity, launched to celebrate its 42nd anniversary, won the main prize at the Red Dot Design Award 2022.

[Asia Economy Reporter Jeon Jin-young] Lotte Duty Free announced on the 11th that its newly introduced Visual Identity (VI) for this year, marking its 42nd anniversary, won the main prize at the 'Red Dot Design Award 2022.'

The Red Dot Design Award selects winners by evaluating the innovation, originality, and distinctiveness of works through 24 design experts from around the world. Lotte Duty Free won the main prize in the Brand and Communication Design category at this year's Red Dot Design Award.

The motif of the new Visual Identity is a hot air balloon, the first successful example of human flight technology, embodying the spirit of Lotte Duty Free as it expands its business beyond duty-free shops into other tourism distribution sectors, evolving into a 'travel retailer.'

The six hot air balloon illustrations symbolize the representative product categories of the duty-free shop, such as cosmetics, fashion, and electronic devices. The balloon part of the hot air balloon is depicted with unique shapes and colors to express the various fun and joy that travel brings, while the gondola at the bottom uses Lotte Duty Free's representative image (CI) to reveal the brand identity.

Lotte Duty Free is establishing its brand identity by utilizing the new Visual Identity across various customer touchpoints, including 20 domestic and overseas stores, shopping bags, VIP cards, the official website, and social media (SNS) promotional channels.

Lee Gap, CEO of Lotte Duty Free, said, "Not only high-quality products and shopping services but also a Visual Identity that well expresses brand identity is a company's marketing competitiveness," adding, "We will strive to build a differentiated brand image by appropriately utilizing the Visual Identity."

This content was produced with the assistance of AI translation services.