Convenience store chain expands brand identity of its ready-meal line
GS25 announced Thursday that it will release a free custom typeface called "GS Hyejarooun," developed for its ready-meal brand Hyejarooun, to mark Hangul Day.
The typeface was created during a rebranding of the Hyejarooun line. It is designed to capture the satisfaction customers feel when they choose a Hyejarooun product — one known for its reasonable price and generous portions.
The font is free for both individuals and businesses. It may be used for commercial and non-commercial purposes — including printed materials, advertising and packaging — without attribution. Users may not, however, sell the font file itself or redistribute a modified version.
The typeface will be available starting Friday, Hangul Day, through GS25's official Instagram channel. Users can download it from a website linked via QR code.
The Hyejarooun brand traces its origins to a dosirak launched in 2010 by GS25 in collaboration with actor Kim Hye-ja. Its affordable price and hearty portions gave rise to the expression "hyejaropda," which came to mean getting more than your money's worth. The brand has since expanded to include kimbap, rice balls, bread and other foods, surpassing cumulative sales of 540 million units through September this year.
"We hope the release of GS Hyejarooun will help establish Hyejarooun as a brand that customers use and experience directly in more moments of their daily lives," said Lee Jeong-pyo, head of the marketing division at GS Retail.
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