2022

2025

2020

2019

2018

2021

2023

2024

2026

Sooyoung Cho

Seokyoung Kim

Yejin Jenny Yun

Mariah Wright 

Soyeon Min

Individual Credits

Lead Designer

the bread and butter brand consulting LLC

Design Company

https://www.the-bread-and-butter.com/eng/main/index.php

Profile Website

https://www.the-bread-and-butter.com/eng/project/view.php?idx=87&gubun=

Project Website

Client

Design Team

the bread and butter planned and designed the Lotte Department Store- Dongtan branch to be beyond just a simple shopping space to an ’A Space of Curated Stories’ with extraordinary experiences and special enjoyment by combining brand core values, central idea, and the USPs. As a base of such branding, the brand communication message was created to be ‘Discover New Inspiration’ to signify how the Lotte Department Store Dongtan’s culture complex, curated MD, space planning inspired by an art gallery, and the terrace will continuously inspire and provide the opportunity for stylish lifestyle and new experience for consumers. the bread and butter also developed floor names to encapsulate the unique identity and offering of each floor. 

​​​​​​​The key visual that embodies the unique concept of Lotte Department Store Dongtan to be a place that guides consumers to ‘Discover New Inspiration’ was created to be a modern, sensible textured blue background. And the special lifestyle, Lotte's unique curation, and special shopper's journey were symbolized as neon pink gradation. The color is also drawn in a horizontal line in order to signify the steps of precious journeys of each customer and visitor of the Lotte Department Store Dongtan. The overall look and feel of the visual system is not your traditional and constricted image but a flexible and sensible image where it can effectively communicate the fact that Lotte Department Store Dongtan is a place full of new inspiration and discovery. The visual system was implemented in the floor guide, food guide, art guide, official website supergraphic, and more to create a consistent and unified look and feel.

Another special aspect of Lotte Department Store Dongtan compared to other malls is that it produced its very own magazine. the bread and butter directed the production of the magazine by writing the editorials, interviewing star chefs and UK architectural firm that designed Lotte Department Store Dongtan, and designing the layout of the magazine. The Lotte Department Store Dongtan's magazine (Concept Book) will be privately released to VIPs.

Bronze Winner in Integrated Graphic Design for Graphic Design

Honorable mention  in Poster and Brochure Design for Graphic Design