CHOSUN DELI
(Brand Renewal)
1999
Overview
This strategic brand renewal project responded to shifting trends in the hotel F&B market by transforming an outdated in-house bakery into a refined gourmet boutique. Conceived as more than a point of sale, it was positioned as a new lifestyle destination leading the trend of “fashionable food.” The project served as a key business turnaround model, supporting revenue diversification while revitalizing the hotel’s brand image.
Naming & Concept
Preserving the heritage of the Chosun Hotel while infusing a sophisticated contemporary sensibility, the project established a premium retail identity targeting business leaders and global clientele. By lowering the psychological barrier of traditional hotel spaces, a boutique deli concept was introduced—where luxury and trend coexist, and each product is presented with the visual distinction and appeal of a fashion item.
Launching & Promotion Strategy
Strategic displays and packaging design—carefully aligned with customer flow and purchasing behavior—were implemented to deliver a holistic brand experience rather than a simple transaction. This retail innovation created a strong magnet effect, significantly increasing accessibility to the hotel and driving an impressive 250% sales growth immediately after relaunch, establishing the project as a successful new profit model and a benchmark innovation in hotel F&B branding.
BRAND & IDENTITY CREDITS
Client / THE WESTIN CHOSUN Hotel
Brand Strategy & Concept / DESIGN NETWORK
Seoul City Logo Design / DESIGN NETWORK
BI & Application Design System / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
Sales Promotion / DESIGN NETWORK
CHOSUN DELI
(Brand Renewal)
1999
Overview
This strategic brand renewal project responded to shifting trends in the hotel F&B market by transforming an outdated in-house bakery into a refined gourmet boutique. Conceived as more than a point of sale, it was positioned as a new lifestyle destination leading the trend of “fashionable food.” The project served as a key business turnaround model, supporting revenue diversification while revitalizing the hotel’s brand image.
Naming & Concept
Preserving the heritage of the Chosun Hotel while infusing a sophisticated contemporary sensibility, the project established a premium retail identity targeting business leaders and global clientele. By lowering the psychological barrier of traditional hotel spaces, a boutique deli concept was introduced—where luxury and trend coexist, and each product is presented with the visual distinction and appeal of a fashion item.
Launching & Promotion Strategy
Strategic displays and packaging design—carefully aligned with customer flow and purchasing behavior—were implemented to deliver a holistic brand experience rather than a simple transaction. This retail innovation created a strong magnet effect, significantly increasing accessibility to the hotel and driving an impressive 250% sales growth immediately after relaunch, establishing the project as a successful new profit model and a benchmark innovation in hotel F&B branding.
BRAND & IDENTITY CREDITS
Client / THE WESTIN CHOSUN Hotel
Brand Strategy & Concept / DESIGN NETWORK
Seoul City Logo Design / DESIGN NETWORK
BI & Application Design System / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
Sales Promotion / DESIGN NETWORK
