In Seoul’s upscale neighborhood of Dogok, Star Super has been a pioneer of upscale market in Korea since 2003, offering eco-friendly and organic products, as well as a wine and cheese specialty section. It has been a "testbed" for a new luxury-tier food market for Shinsegae Group.
Faced with outdated infrastructure and a shift in the store's management, we were given the opportunity to transform and rebrand the space into a dynamic luxury community hub—a place where people can meet, dine, and shop throughout the day—designed to captivate a younger, forward-thinking audience.
Star Super Experior
Star Super Interior
Star Super Courtyard Entrance
Star Super Car Park Entrance
We designed a new world-class supermarket and food hall fusion.
SSG Food Market is a modern market, a convenient and accessible food lover’s heaven,
where locals can do a daily or weekly shop, or dine in with friends at one of the many in-store restaurants, further enriching the retail experience with community.
The food is the hero and appealing! Beautiful colors, flavors, freshness, variety. Crafty and generous.
The merchandising plays a major role: a vivid, natural, market-like dramatization.
The intention is to showcase parts of the Kitchen, enhancing the notion of ‘from kitchen to the plate’.
The primary customers are local residents who seek high-quality groceries for their everyday needs. Secondary customers include young Millennials, drawn to trendy food experiences and exotic groceries
that the market offers.
SSG Food Market's Core Value
SSG Food Market's Strategy
Regular customers visit the ‘SSG Food Market’ for their daily grocery shopping. Dry goods and packaged products in the center of the store play a crucial role in the store’s overall profitability.
Offerings
The open kitchen will show the food being prepared. The kitchens, if possible could also have a transparent cool room to showcase fresh vegetables etc.
A wide range of HMR (Home Meal Replacement) and grab-and-go products are offered for customers looking for quick bites.
Additionally, there are several food vendors for customers who wish to spend more time in the market, enjoying a relaxed experience with their loved ones.
SSG Food Market is committed to providing exceptional shopping experiences for those who seek the finest things. Our services range from valet parking to offering the most convenient ways to order food in-store.
The former brand identity of SSG Food Market featured a symbolic logo that effectively represented the location's initials with the 'S' typography.
How can we preserve the legacy of the existing brand while modernizing it to create added value?
Existing Brand Identity
The final result was the creation of a modern visual system, which involved reshaping the 'S' typography while maintaining the symmetry of the existing star symbol.
Additionally, the color palette emphasized a range of red tones, enhancing the vivid and vibrant atmosphere of the new SSG Food Market brand identity.
Applications
We also developed distinct symbols for each department of the store, extending the core concept of the logo.
To design the best shopping experience that maximizes customer convenience, we explored various space programming options.
Three distinct looks and atmospheres have been developed for the destination zones, each tailored to different sections of the store.
^Not only did I contribute to applying visual elements across various touchpoints in the stores, but I also found it rewarding to help evolve the existing brand identity into a vibrant, modern version. This experience allowed me to develop my graphic visualization skills while ensuring the core identity of the brand remained intact.
Additionally, I learned the importance of harmonizing different spatial concepts across zones to enhance the customer experience. It was particularly enjoyable visiting the site with the project manager, observing how he handled unexpected challenges during the design implementation, and understanding the importance of making on-site adjustments.
