Challenge

Shinsegae, South Korea’s premier luxury department store, asked Mucca to translate their vision of a forward-thinking food emporium into reality. In a marketplace of sterile grocery environments, our goal was to engage and entertain customers through authentic culinary culture.

Action

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.

Results

The flagship store in Seoul’s trendsetting Chungdam neighborhood is a food lover’s destination, luring locals and international shoppers alike. With plans to expand the brand to more stores, Shinsegae is redefining South Korea’s retail landscape.

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