Lotte Department Store's new shopping bag and gift certificate package designs. [Lotte Department Store]
Lotte Department Store's new shopping bag and gift certificate package designs. [Lotte Department Store]

Lotte Department Store announced Thursday that it is overhauling its brand design assets to mark its 47th anniversary, including a new shopping bag design for the first time in 15 years.

The refresh is the sixth design overhaul since the retailer's founding in 1979. The new look draws on a scene from Goethe's novel "The Sorrows of Young Werther" — the literary source of the Lotte name — to weave in the group's heritage, while retaining the chain's signature champagne gold color and ribbon motif.

The new design will be applied across Lotte Department Store's packaging, including shopping bags and gift certificate packages. The shopping bag centers on a message of gratitude and affection toward customers. The phrase "My Dearest and Best" printed on the bag was inspired by a line from "The Sorrows of Young Werther" meaning "the most precious and cherished person."

The primary color is "Serenity Blue," a soft sky-inspired hue meant to evoke a sense of ease and fresh inspiration. It was drawn from the blue tailcoat worn by the protagonist Werther in the novel. The redesign was developed in collaboration with Saint-Lazare, a high-end French design studio.

The new shopping bags will roll out Sunday — the store's founding anniversary — beginning with the flagship and Jamsil stores before expanding to all locations. Gift certificate packages follow Dec. 1. The redesign will also extend to gift-exclusive wrapping materials and signature store interiors.

"We have combined our long-accumulated heritage with a contemporary sensibility to reestablish our aesthetic assets and identity," said Park Ji-young, head of the design division at Lotte Department Store. "We will strengthen our brand differentiation by expressing the enduring value of Lotte Department Store through a consistent design language."


korean@heraldcorp.com