Press Release

On Dec. 7, Doota announced that the outstanding brand experience design of Doota Duty Free and Doota Mall received the grand prize for best identity design at the 2016 Korea Design Awards, which were held at COEX, Samseong-dong, Korea. Established in 1983 and granted by Wolgan Design magazine, the Korea Design Awards aim to promote the growth and development of the Korean design industry. Every year, the prestigious awards honor outstanding design projects in six categories: identity, products, living, graphic, digital media and space. The design projects that were carried out in Korea between November 2015 and October 2016 have been evaluated, and the Doota brand was highly recognized for the extensibility of its brand experience offered at various customer touch points. Doota’s brand experience design uniquely incorporates logos, colors, visual motifs, typefaces, photos, icons and subject matter to allow customers to experience the brand online and offline via shopping bags, leaflets, membership cards, gift packaging and the Doota website. Industry experts also praised the flexibility and expressiveness of the Doota typeface, which encompasses its sub-brands—the Doota Duty Free Store and Doota Mall. Doota Mall’s bold typeface reflects its young, dynamic image, while Doota Duty Free’s fine, delicate font is more associated with its luxury brand. The Doota Duty Free brand design is intended to create a unique, sophisticated image with visual motifs made up of grid lines creating various shapes, and a bright magenta color (hot pink) that sets the company apart as it steps into the duty-free market for the first time. “It is important that we come up with a design that effectively delivers the brand philosophy at the ‘moment of truth’ with every customer, even more so than breathing life into the design,” said a Doota official. “We hope that the new lifestyle value offered by Doota could be felt by all the customers experiencing Doota Duty Free Store and Doota Mall.” Doota’s brand experience design was carried out by Plus X, a brand experience marketing and design company (CEO Myeong-sub Shin, Sabum Byun). It has received more than 50 internationally recognized design awards, and has successfully carried out brand design renewal projects for companies including YG Entertainment and 11St.