Project Overview

Shinsegae is South Korea's premier luxury department store. With SSG Food Market, they planned on opening the nation's leading supermarket devoted to authentically and locally-sourced foods.

Project Commissioner


Project Creator

Mucca Design

Project Brief

With SSG Food Market, Shinsegae asked us to create an antidote to typical Korean supermarkets, which do little to engage or inform their shoppers. Our challenge was to create a holistic experience that celebrates Korean culinary culture, from the food to the people that bring it to market.

Project Innovation/Need

Through our research into the supermarket landscape in Seoul, we found that shoppers had grown accustomed to the typical supermarket experience. But when we visited Seoul's bustling open-air markets, it was impossible not to experience the passion South Koreans have for their food and where it comes from. These markets conveyed a sense of warmth and connection to nature that the average supermarket sorely lacked; it was obvious where the heart of Korea’s foodie culture truly resided.

Our goal was to create a supermarket shopping experience that embodies the best attributes of South Korea’s culinary culture: its warmth and liveliness, close connection to nature, the emphasis placed on healthy eating and locally-sourced ingredients. To bring SSG Food Market to life, we developed an information-rich brand system to speak to a demographic hungry for facts about food and health. A focus on local suppliers and their stories evokes the world of the farm, while custom stencil typography, natural materials and hand-applied graphics convey a spontaneous energy and artisanal spirit.

Design Challenge

Part of the challenge was positioning SSG in alignment with its parent brand, Shinsegae. Working with Korean typography was another. The Korean speakers on our design team were invaluable in helping us evaluate the letterforms and ensure consistency with the English typography.


Since opening in July of 2012, SSG has become a culinary destination for locals and tourists alike. And with plans to expand the brand to more stores, Shinsegae is poised to redefine South Korea’s retail landscape.

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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