Lotteria has rebranded after 12 years. Lotteria is Korea's first hamburger franchise, and it has been 45 years since it opened. It is a representative national brand that can be found anywhere in the country, helping everyone enjoy burgers.
Competition has intensified recently with the introduction of new brands such as Mom's Touch, Shake Shack, and Five Guys. Lotteria needed a new change to solidify its position in the domestic market while also exploring overseas markets.
Based on the slogan, 'Taste The Fun', the brand's symbolic elements have been refined in a modern way. The name 'Lotteria', which is a combination of Lotte and cafeteria, will be maintained. The word mark has changed from a humanist sans with thin horizontal strokes to a thick and geometric geometric sans. The roundness has been applied only to the lower left of the letters. It has changed from a flat and crushed feeling to a confident feeling. The English A may have a somewhat tech company-like feel, perhaps because of Adobe.
The symbol representing a bite-sized hamburger is almost the same as before. The gradient expressing a sense of three-dimensionality has been removed, and the alignment of the L and the circle has been simply changed. TM, which stands for trademark, has been added to each logo. It is used to indicate that a trademark is being used when it is not legally binding. It seems to be a device designed for use in new overseas countries.
As expected from Lotteria, the menu names have also changed drastically. Lotteria's 'Ria' is used in the menu names. The bulgogi burger became 'Ria Bulgogi' and the shrimp burger became 'Ria Shrimp'. The naming rules have not been applied to the entire menu yet, so it's all mixed up.
However, it is a somewhat strange naming. When using the abstract word 'Ria' instead of the intuitive word 'Burger', there should be that much difference. I still don't know what is different from the existing burger. In order for the product 'Ria' to be remembered strongly not only domestically but also overseas, it should have a distinguishing feature from the existing burger.
