Lotte Super Unifies Store Signs Nationwide to 'LOTTE SUPER'

All 7 Major Signs Including Lotte Fresh Replaced
Using the Same BI and Font as Mart Signs

Lotte Super will unify the signs of its stores nationwide to 'LOTTE SUPER.'

A photo of the changed signboard of Lotte Super Goyang Samsong Branch located in Deogyang-gu, Goyang-si, Gyeonggi-do.
[Photo by Lotte Shopping]

Lotte Super announced on the 20th that it will begin replacing signs in this manner starting at the end of this year and will later expand the change to all directly managed stores. Lotte Super explained that the purpose of this sign replacement is "to further emphasize the integration with the mart." In fact, the new signs being replaced are made using the same BI (Brand Identity) and font as the mart signs.

Until now, Lotte Super has used a total of seven different signs, including 'Lotte Fresh' and 'Lotte Fresh & Deli.' However, they decided to replace them abruptly due to issues such as the signs not evoking the image of a supermarket and consumers referring to the stores as 'Super' instead of 'Fresh.' Lotte Super stated, "We plan to minimize confusion by communicating as a single brand using the familiar name 'Super' for customers."

In addition to the signs, Lotte Super plans to create store designs identical to those of Lotte Mart. Son Jang-han, head of the Lotte Mart & Super ISP/Interior team, said, "We are implementing sign replacements and store interior improvements so that customers can easily recognize the Lotte Super brand," adding, "Through the intuitive name 'Super,' we aim to showcase the true nature of a supermarket and apply the same BI as Lotte Mart to further enhance the integration theme."