2023 Dear Series

Brand Visual Strategy

“2023 Dear Series" represents a year-long customer communication branding project by Lotte Department Store. Originating from our unique literacy heritage, we sought to forge interactive engagements through tailored content speaks directly to our audience, encapsulated by the slogan ‘Adding value to your story.’ A spring tailored for the taste-digging tribe, A summer conveying letters to the Earth, And an autumn capturing us in the mundane moments of daily life. Through the diverse perspectives unfolded in the "Dear Series", we aim to enhance your moments of encounter with Lotte, awakening the beauty easily overlooked in the everyday life.