Lotte Lettering Video
Time lapse process video featuring liquid lettering and food illustrations to promote Soonhari, a brand of Lotte, and its five flavors of soju. The video showcases my digital illustration process in Procreate in an artistic and oddly satisfying way for social media. It generated a reach of over 63,500 with 2.7K likes, 1.2K bookmarks, and over 450 follows on Instagram when I had a little under 8K followers at the time.
Client: Lotte
Services: Custom hand lettering and illustration, art direction, process video, brand collaboration
Agency: Skoop Marketing
The creative direction was left open to me. The only requirements were that “Soonhari” should be hand lettered in an interesting way and also to incorporate illustrations of the product.
Since this brand is fairly new to the American market, it seemed suitable to use a splashy liquid style to highlight the product (soju). Flavored soju is also a unique aspect, so including illustrations of each flavor added interest, movement and also was visually informative what flavors Soonhari offers. The second sketch was a revision after the agency received new information that Lotte wanted to promote a fifth flavor, yogurt, which was fairly new to the U.S.
The next step was rough color blocking to confirm and agree with the brand what the final artwork would look like prior to filming. We settled on the coral background to bring out the bottles, with some back lighting to highlight the bottles and give a sense of depth to the illustration.
