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Chuseok is a celebration of thanksgiving in Korea and one of the most important holidays. In a department store like Shinsegae, the retail food section becomes the center of attention. The challenge was to respect the tradition of Chuseok while highlighting the modern sophistication of Shinsegae as a brand. The bold colors of red and green, representing an abundant harvest, peel away to unveil the new pattern underneath, which was reimagined with the company’s hexagonal logo. The logotype was designed in a contemporary fashion by tweaking old Korean typefaces that reference the 1920’s fonts when Shinsegae started out. The meaning and beauty of Chuseok were referenced through traditionally sourced natural colors. Store-wide visual displays were exhibited in more saturated hues, while color palettes for product packaging were toned down. This optimized the customer experience, bringing out a sophisticated brand image in the spirit of Chuseok.