Brand Strategy

Brand Strategy

Brand platform and guide

Year

2025

Client

Lotte Chilsung

Timeframe

6 months

As

Lippincott Team

BRIEF

Two brands in the same portfolio, the same underlying problem. Chilsung Cider has been part of Korean daily life for decades — embedded in the culture long before most of its current consumers were born. That history had become a liability: younger consumers saw a brand that belonged to a previous generation, and competitors were moving faster. Hot Six, a decade-old energy drink, had built momentum in a market still growing into itself — but what it stood for had never been clearly defined. For both brands, what was needed before better design or new products was a definition: what is this brand?

Two brands in the same portfolio, the same underlying problem. Chilsung Cider has been part of Korean daily life for decades — embedded in the culture long before most of its current consumers were born. That history had become a liability: younger consumers saw a brand that belonged to a previous generation, and competitors were moving faster. Hot Six, a decade-old energy drink, had built momentum in a market still growing into itself — but what it stood for had never been clearly defined. For both brands, what was needed before better design or new products was a definition: what is this brand?

SOLUTION

For each brand — essence, purpose, commitments, personality, slogan — defined from the inside out, then translated into verbal and visual tone, marketing communication direction, and a guide for consumer touchpoints. The result is not a style guide. It is a definition: what each brand believes, who it speaks to, and how it speaks. Concrete enough that any agency can execute without reinventing the brief.

All of this was brought together into a guidebook designed to be kept — something any member of the brand team can return to at any point, whether planning a campaign, briefing an agency, or making a design decision, with the brand's identity always at the centre.

MY ROLE

Completed as Brand Strategist/Designer at Lippincott Seoul.


  • Brand platform and slogan

  • Brand communication guide

  • Designing brandbook

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hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

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The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

Let's talk

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

Home

About hojo

Works

Contact

The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

Let's talk

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

hojo@hojo.im

Home

About hojo

Works

Contact

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