After working with Shinsegae, South Korea’s premier department store, on their celebrated SSG Food Market, we partnered with them again to brand their luxuriously renovated food hall. Our goal was to leverage the prestige of this heritage brand and appeal to the growing epicurean culture in South Korea, where food shopping has evolved into a cultural and social event.
From signage, to packaging, to environmental graphics, the brand speaks to the warmth and richness of the culinary world, while retaining a strong visual link to the highly recognized department store.
To strengthen the connection between the food hall and its parent store, we re-tooled Shinsegae’s logo with an inline treatment and iconic hexagonal shape that makes it an instantly recognizable classic.
Storytelling was an important way to connect with the market’s knowledgeable clientele, and we presented it in a sophisticated, engaging way.
A consistent signage system for the diverse vendors throughout the food hall provides a sense of unity within the space.
From well-considered details to large-scale graphics, our branding for Shinsegae Food Market evokes a lively and timeless elegance that has made it a global gourmet destination.