SOUTH KOREA. A new visual identity launched earlier this year by Lotte Duty Free has won a major accolade at the 2022 Red Dot Design Awards.
The travel retailer scooped an award in the Brand & Communication Design category for an eye-catching identity using hot air balloon artwork. The bright hot air balloon motifs, in a range of colours, symbolise Lotte Duty Free store product categories such as cosmetics, fashion and electronics.
Lotte Duty Free explained that the hot air balloon was chosen for the design as it represents the first success story of human flight technology. It said this captures the ‘success DNA’ of its stores, while the bright colours have been chosen to express the fun and joys of travel.
The new visual identity is being used in 20 Lotte Duty Free stores at home and abroad, as well as at various customer touchpoints such as shopping bags, VIP cards, website homepages and social media channels.
This is the travel retailer’s fourth Red Dot award since it was named Best of Best in 2017 for the typeface created for the current Lotte Duty Free logo.
Now in their 67th year, the Red Dot Design Awards are highly-prestigious international design prizes awarded by the founding company, Germany-based Red Dot. Some 24 design professionals from around the world judge the awards, which focus on innovation, originality and differentiation.
Lotte Duty Free CEO Kap Lee said: “Not only quality products and shopping services, but also a visual identity that expresses the brand identity well is the company’s marketing competitiveness. We will strive to use this visual identity in the right places to build a differentiated brand image.”
