Global household goods company Lock & Lock unveiled its new corporate identity (CI) on January 22. The new CI features a modern and solid English font with the letter 'L' in parentheses to convey the meaning of continuity and solidarity. The main color is blue, which symbolizes trust, stability, quality, and innovative technology. The new CI was designed with inspiration from the emotional 'click' sound of an airtight container when it closes.
The slogan announced together, 'Lockin' your moment', contains the meaning of redefining the daily lifestyle of customers. Through this, Lock & Lock emphasized the brand's trust, comfort, and sustainability, and expressed its ambition to establish itself as a lifestyle innovation company.
A Lock & Lock official said, “The new CI and slogan express our will to provide better products and value to customers,” and added, “We will grow into a global first-class brand loved by consumers around the world.”
Lock & Lock was founded in 1998 as an airtight container brand of Kookjin Distribution Co., Ltd., which was established in 1978. Since then, it has been promoted to a corporate brand and has steadily changed and developed into a lifestyle innovation company. In 2017, Hong Kong-based private equity fund Affinity's Quarty Partners acquired the management rights for 600 billion won.
