Lotteria, operated by Lotte GRS, announced on the 1st that it received an award in the brand & communication institutional sector at the 2025 Red Dot Design Award.
The Red Dot Design Award is considered one of the three major design awards in the world along with the iF Design Award and the IDEA (International Design Excellence Award) Design Award. It selects award-winning works annually in three institutional sectors: product design, brand & communication design, and design concept.
Recently, Lotte GRS revamped Lotteria's branding identity (BI) and story identity (SI). The new design direction and slogans are 'Delightful Welcoming' and 'Taste the Fun.' This aims to enhance the connection with customers through a friendly brand image.
The existing iconic logo 'LO' has also been redefined. Readability of the wordmark was improved, and a Hangul wordmark was developed to unify the brand image. The representative colors red and yellow have been adjusted, and the spatial design was planned based on the principles of simplicity, clarity, friendliness, flexibility, and uniqueness.
A representative from Lotte GRS noted, 'For over 64 years, Lotteria has been a leading burger brand representing Korea, and we have established a design system to position it as a strong K brand in the global market.' He added, 'We will continue to develop into an evolving brand.'