GS25 Gatseng Project Wins Grand Prize at the Korea Best Design Awards

High Praise for Resonance and Comfort Among MZ Generation

GS25's Godsaeng Project won the Grand Prize in the Brand Identity category at the 28th Korea Best Design Awards.
[Photo by GS Retail]

GS25 announced on the 20th that its Godsaeng Project won the Grand Prize in the Brand Identity category at the 28th Korea Best Design Awards.

The Korea Best Design Awards is a ceremony that selects the best brands and designs across various fields such as product design and public design. This year, excellent designs were awarded in 13 categories, with GS25's Godsaeng Project receiving the Grand Prize in the Brand Identity category.

The Godsaeng Project is a brand that started as a project where MZ generation (Millennials + Generation Z) employees plan products or services that can communicate and empathize with MZ customers. "Godsaeng" is a newly coined term combining "god" and "saeng (生)," meaning the life of the MZ generation who live each day diligently. The Godsaeng Project collaborated with famous bakery Noted and popular MZ generation illustrator Choegosim to plan trendy products, achieving sales of 16 billion KRW.

GS25 believes that the Godsaeng Project was highly evaluated for naturally incorporating its identity as a brand that provides empathy, comfort, and fun to the MZ generation into product design, as well as for making differentiated attempts in the convenience store industry.

A GS Retail official said, “GS25’s core customer base is teenagers to people in their twenties, who place great importance on design when purchasing products, so design management is our core competitiveness. We will continue to provide customers with differentiated experiences through designs that not only ensure quality but also make them want to turn on their smartphone cameras first.”