CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Matteo Bologna

Strategist

Roberta Ronsivalle

Art Director

Andrea Brown

Interactive Director

Courtney Heffernan

Designers

Kathleen Scudder
Yon Joo Choi
Luke Wilhelmi
Jeeyoon Rhee

Interactive Designer

Josh Eriksen


TAGS

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LINKS

Mucca Design
Shinsegae

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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.


BRIEF

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


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

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