Chilsung Cider, Korea’s first Hangul wordmark, was developed by Myung Kwang Kwon, one of Korea’s leading first-generation graphic designers, at Seoul Graphic Center, the predecessor of Crayfish Branding Group.
In 1987, Lotte Chilsung introduced a corporate identity system to mark its 37th anniversary. As one of Korea’s most established brands, the company needed an internationally relevant identity that would build on its achievements and support its expansion into global markets. For Chilsung Cider, Lotte Chilsung’s flagship brand, securing a competitive advantage against multinational brands such as Coca-Cola and 7UP was a key priority. The Korean lettering “칠성” (Chilsung) was therefore adopted as the wordmark, emphasizing the brand’s Korean heritage and distinctive identity.
A star character, inspired by the name Chilsung—meaning “seven stars”—was also developed to strengthen brand recognition
Given the extensive use of outdoor media, including delivery vehicles and signboards, highly visible red was selected as the primary color. Green was introduced as a secondary color to reflect the product’s refreshing qualities. Together, these elements formed a consistent visual identity applied across packaging and other brand touchpoints.
