LF Hazzys Renews Symbol After 7 Years... Introduces Eco-Friendly Packaging Materials

Brand Symbol 'Wang-gwan' Used for Dog → Changed to 'Fedora'

LF's flagship brand HAZZYS announced on the 31st that it will renew its brand symbol.

Since its first launch in 2000, HAZZYS has maintained a symbol shaped like the English Pointer, a representative British hunting dog that symbolizes the brand, and the brand initial letter 'h' for 24 years. After changing the brand logo and symbol once in 2017, HAZZYS is unveiling a new symbol after about 7 years.

The updated HAZZYS brand symbol has transformed the previous symbol, which retained detailed features of the dog, into a much more simplified and minimalistic dog shape. The crown previously worn has been changed to a modern 'fedora,' and the shape has been altered to more closely resemble the 'h' logo, intuitively evoking the brand name 'HAZZYS.'

HAZZYS has also completely revamped its packaging materials, including shopping bags, gift boxes, and product tags. This is to minimize the environmental impact during the product manufacturing process. The brand's commitment to eco-friendly design is evident under the slogan 'Green Step,' utilizing 3D design software 'CLO' instead of producing physical samples.

The new packaging materials of HAZZYS are made from materials certified by the Forest Stewardship Council (FSC), an international organization that grants certification only to products made without destroying forests. This label certifies forest managers who pursue environmental conservation and sustainable development and verifies that the wood and wood products are produced from those forests. Additionally, the previous shopping bags and gift boxes, which were printed in a combination of cream and navy colors, have been changed to an off-white color to add a sense of luxury. This is produced using the Elemental Chlorine Free (ECF) bleaching technology, an eco-friendly method that reduces dioxin emissions during bleaching.

The renewed HAZZYS packaging will operate five types of shopping bags and two types of gift boxes according to size. They will be introduced first at the HAZZYS flagship store 'Space H' located in Myeongdong, HAZZYS.com, and LF Mall, followed by major department stores and large shopping malls in Seoul and the metropolitan area.

Yoon Jeong-hee, head of LF HAZZYS business division, stated, "We introduced eco-friendly packaging along with the symbol renewal to deliver the brand's value of pursuing luxury sensibility and sustainability to HAZZYS customers while minimizing harm to the Earth and nature."