Shinsegae by Mucca Design

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CLIENT

With SSG Food Mar­ket, Shin­segae, South Kore­a’s pre­mier lux­u­ry depart­ment store, envi­sioned a for­ward-think­ing food empo­ri­um offer­ing the health­i­est and high­est qual­i­ty foods in the nation.

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BRIEF

In a mar­ket­place of ster­ile gro­cery envi­ron­ments, our goal was to engage and enter­tain cus­tomers through authen­tic culi­nary culture.

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APPROACH

To bring SSG Food Mar­ket to life, the Muc­ca team col­lab­o­rat­ed close­ly with Shin­segae. We devel­oped an infor­ma­tion-rich brand sys­tem to speak to a demo­graph­ic hun­gry for facts about food and health. A focus on local sup­pli­ers and their sto­ries evokes the world of the farm, while cus­tom sten­cil typog­ra­phy, nat­ur­al mate­ri­als, and hand-applied graph­ics con­vey a spon­ta­neous ener­gy and arti­sanal spir­it. Muc­ca cov­ered a lot of ground to bring SSG Food Mar­ket to life: a brand iden­ti­ty, depart­men­tal sig­nage, mer­chan­dis­ing, wayfind­ing, iconog­ra­phy, uni­forms, retail pack­ag­ing, pri­vate label pack­ag­ing, and a website.

For the new concept food market in Seoul, Shinsegae Brand Strategy Team had collaborated with Mucca for its brand identity. Mucca created farm and market inspired typography and imagery to enhance the shopping experience and created identity system with eco-conscious design mindset. With its successful launch in July 2012, SSG Food Market continues to be the new standard for a lifestyle infused food market in Seoul, Korea. — Boyoung Lee, Vice President/Creative Director of Brand Strategy & Integration of Shinsegae