Brand Identity (BI) Revamp
Life Cycle Customized Nutrition Design Portfolio
Lotte Wellfood (formerly Lotte Confectionery)'s dairy brand 'Pasteur' announced on the 5th that it will undertake a brand revamp to evolve from 'the original taste of milk' to a 'milk-based nutrition' brand.
In response, Pasteur will redefine its brand identity as a milk-based nutrition brand and advance into a specialized nutrition brand that offers a lifecycle nutrition portfolio beyond high-quality milk. The plan is to continuously build a health & wellness portfolio that includes various functional elements such as probiotics and protein, as well as taste.
To better represent the new identity, the BI (Brand Identity) will also be revamped. While maintaining the professionalism and premium image of the existing Pasteur BI, the colors and text have been separated for higher readability. The red, green, and blue colors of the Pasteur symbol are shaped into three geometric forms to continuously convey the value of high quality and high nutrition that Pasteur has built over time.
In line with the brand renewal, existing products have also been redesigned. Pasteur's representative fermented milk brand 'Kwaebyeon' has been changed to a design that emphasizes functional elements more to match the new BI. The 'Wipyeonhan Haru' fermented milk has been renewed as a functional health food product that considers consumers' health once again, with its design also changed. Pasteur plans to continuously expand its fermented milk series incorporating health & wellness elements.
A Lotte Wellfood official stated, "We aim to become a nutrition-specialized brand that engages with various generations beyond high-quality milk produced using Korea's first low-temperature pasteurization method," adding, "We will introduce a lifecycle nutrition portfolio that adds various functional elements to the beneficial nutrition derived from milk."
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