Lotteria’s long-awaited BI renewal marks a pivotal evolution, seamlessly blending contemporary visual language with the enduring legacy of Korea’s first and most iconic fast-food chain.

The redesigned symbol effectively conveys the new slogan, “Taste the Fun,” through a refined graphic structure and expressive elements. Departing from the previous design, which combined the ‘L’ (brand initial) and a circle (product), the new symbol fosters a deeper emotional connection between the LOTTERIA brand and its customers. The cohesive graphic identity, encompassing the symbol and logotype, projects a confident and reliable image befitting a market leader.

To embody Lotteria’s unique sense of joy, we developed a versatile set of visual elements designed to enhance every customer interaction. The innovative use of the Korean logotype, along with fresh reinterpretations of Korean characters, underscores the brand’s K-identity. This approach not only solidifies its cultural authenticity in Asian markets but also amplifies its global appeal as the brand expands internationally.

The new BI design will be gradually implemented across various channels, including product packaging, store graphics, and online and offline communications, starting in late 2024.