Lotteria: Unveiling "Taste the Fun" through a refined visual narrative

Lotteria's brand identity renewal centers on the core essence of "Taste the Fun," articulated through a meticulously redesigned visual system. The previous literal combination of the 'L' initial and a product-representing circle has been superseded by a more abstract and expressive symbol.

This evolution seeks to foster an emotional connection, departing from a purely functional representation.

The strategic shift in the symbol's graphic structure, coupled with the reinterpretation of Korean characters within the logotype, serves as the primary insight for this refresh.

This approach not only reinforces Lotteria's K-identity and cultural authenticity within Asian markets but also strategically positions the brand for broader international resonance. The cohesive visual language across all touchpoints aims to project a confident and reliable image, solidifying Lotteria’s standing as a market leader.