We were responsible to launch a bakery brand for Lotte Mart’s large warehouse-type discount store ‘MAXX’. It is a bakery brand that provides high-quality bread and dessert made of good ingredients and chef’s recipes. It needs differentiation from other warehouse-type discount stores that emphasized the best value. To this end, we developed the name ‘風味所(풍미소)’.

It is a compound word that combines the Chinese character ‘風味(풍미)’ means mesmerizing taste, ‘所(소)’ means mill that produces the wheat. We emphasized brand thinking which is the great taste comes from great ingredients by visually putting the ‘wheat’ symbol between the logotype. Lotte Mart's ‘MAXX’ is expanding its stores by significantly increasing customer visits and sales based on newly launched brands including ‘風味所(풍미소)’.