MARBLENINE
Client
LOTTE MART
LOTTE MART
Categories
MARBLENINE Integrated Branding
MARBLENINE Integrated Branding
롯데마트 프리미엄 한우 브랜드 ‘마블나인’의 캠페인은 1++(9) 등급 한우의 정체성을 ‘읽는 고기’라는 콘셉트로 풀어냈습니다. 부위마다 다른 식감과 특성을 책의 챕터처럼 소개하는 전집형 패키지를 기획하고, 이를 중심으로 비주얼 크리에이티브와 메시지를 설계했습니다. 보그 매거진과의 협업을 통해 감도 높은 화보를 제작하고, 인스타그램 파워페이지 및 인플루언서와의 바이럴 캠페인을 전개해 브랜드 고급감을 강화했습니다. 또한 성시경 유튜브 채널과의 브랜디드 콘텐츠를 통해 대중성과 신뢰를 함께 확보했습니다.
We led the campaign for Marble Nine, Lotte Mart’s premium Hanwoo (Korean beef) brand, framing its top-grade 1++(9) beef with the concept of “Readable Meat.”
We designed a chapter-style boxed set, introducing each cut like a chapter in a book—emphasizing the unique textures and characteristics of every part. This concept guided the entire creative direction, from visual design to messaging.
To elevate the brand's premium image, we collaborated with Vogue Korea to produce a high-sensitivity editorial photoshoot.
We further expanded reach and cultural relevance through viral campaigns with influencers and Instagram power pages, amplifying visual storytelling and brand desirability.
To balance exclusivity with approachability, we also produced branded content in partnership with Sung Si Kyung’s YouTube channel, reinforcing both credibility and broad consumer appeal.
We led the campaign for Marble Nine, Lotte Mart’s premium Hanwoo (Korean beef) brand, framing its top-grade 1++(9) beef with the concept of “Readable Meat.”
We designed a chapter-style boxed set, introducing each cut like a chapter in a book—emphasizing the unique textures and characteristics of every part. This concept guided the entire creative direction, from visual design to messaging.
To elevate the brand's premium image, we collaborated with Vogue Korea to produce a high-sensitivity editorial photoshoot.
We further expanded reach and cultural relevance through viral campaigns with influencers and Instagram power pages, amplifying visual storytelling and brand desirability.
To balance exclusivity with approachability, we also produced branded content in partnership with Sung Si Kyung’s YouTube channel, reinforcing both credibility and broad consumer appeal.