December 2017

Creative Director : Shin Myungsup
BX Designer : Choi Suji, Kim Yura, Sangbin Hyun

BGF Retail CU

CU is Korea's representative convenience store brand. CU has used a comma as a brand element to express
the rest in everyday life, but it is difficult to establish a clear brand identity because it is confused
with the speech bubble. Therefore, we needed a new graphic motif to express the brand image of CU.
So we build a new brand identity that can express friendly and active brand image of CU,
we define the brand direction and develop a design language reflecting the identity of CU and apply it to various media.