SSG Food Market identity
Shinsegae, South Korea's premier luxury department store, asked Mucca to translate their vision of a forward-thinking food emporium into reality. In a marketplace of sterile grocery environments, the goal was to engage and entertain customers through authentic culinary culture. The Mucca team collaborated closely with Shinsegae to bring SSG to life. They developed an information-rich brand system, focusing on local suppliers and their stories to evoke the world of the farm. Custom stencil typography, natural materials and hand-applied graphics give the space a spontaneous energy and artisanal spirit. Mucca covered a lot of ground to bring SSG Food Market to life: a brand identity, departmental signage, merchandising, wayfinding, iconography, uniforms, retail packaging, private label packaging and a website. The flagship market opened to wide acclaim, and has quickly garnered a loyal local & international following. With plans to expand to more locations, Shinsegae is continuing to redefine South Korea's retail landscape.
Andrea Brown, art director; Yon Joo Choi/Kathleen Scudder/Luke Wilhelmi, designers; Matteo Bologna, creative director; Roberta Ronsivalle, strategy; Mucca (New York, NY), design firm; SSG Food Market, client.