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LOTTE RAKHAT

Fictional rebranding of Confectionary brand

This work is a rebranding proposal developed as a Degree Final Project for the Kazakh confectionery brand LOTTE Rakhat. Rakhat is one of the leading confectionery manufacturers in Kazakhstan, widely known for its chocolates, candies, and traditional sweets. Until 1992, the company operated without a distinct visual identity. Following its privatization that year, the brand officially registered its name and introduced its first logotype.

This visual identity remained essentially unchanged for more than 30 years. Over time, the lack of evolution in the brand’s image created a fictional need for renewal, forming the conceptual basis of this project. The rebranding proposal responds to this context by rethinking the visual identity to better reflect contemporary values and expectations while respecting the brand’s essence.

Logotype design 1992

new designed logotype

Logotype redesigned 

The rebranding project adopts a local flat design aesthetics, using traditional Kazakh ornamentation as the core visual element. National symbols and decorative motifs are reinterpreted in a simplified, contemporary way, allowing cultural heritage to be expressed through clean shapes, rhythm, and patterns.

The flat design style helps modernize the brand while keeping the visuals accessible and visually strong for a younger local audience. Ornaments are not used purely as decoration, but as a structured graphic system applied consistently across the possible packaging designs, and communication sources like website, which allows to create a recognizable and cohesive identity.

Color palettes are selected to balance tradition and modernity, combining rich, warm tones with softer contrasts to show the diversity of production of the brand: from mass products to premium class ones. 

Some of the elements of traditional Kazakh ornaments were selected as the main visual resources for this rebranding project. Each ornament carries a specific symbolic meaning and reflects key brand values such as well being, prosperity, continuous growth, stability, sustainability, and independence. Based on these elements, a system of corporate patterns was developed, designed to be applied consistently across the brand’s communication and packaging, creating a strong and recognizable visual identity.

pattern 1 LOTTE Rakhat
pattern 2 LOTTE Rakhat
pattern 3 LOTTE Rakhat
pattern 4 LOTTE Rakhat
design for brand stationery
Business Card Mockup 05 by Minimal Mockups. Free for personal and commercial use.
Notebooks Lotte rakhat
Bags Mockup Rahat
Packaging boxes Rakhat
chocolates lotte rakhat
Website LOTTE Rakhat
Bag and box lotte rakhat pink
cups mugs lotte rakhat

As part of the brand communication strategy, the rebranding was supported by the creation of limited edition chocolate collections featuring packaging designs based on ornamental patterns. These editions were developed under the campaign concept “The taste that carries the tradition” emphasizing the connection between flavor, heritage, and craftsmanship. The renewed visual identity also allows the brand to participate in chocolate markets and international food festivals, with exhibition stands designed using the new graphic system.

LOTTE RAKHAT

Fictional rebranding of Confectionary brand

This work is a rebranding proposal developed as a Degree Final Project for the Kazakh confectionery brand LOTTE Rakhat. Rakhat is one of the leading confectionery manufacturers in Kazakhstan, widely known for its chocolates, candies, and traditional sweets. Until 1992, the company operated without a distinct visual identity. Following its privatization that year, the brand officially registered its name and introduced its first logotype.

This visual identity remained essentially unchanged for more than 30 years. Over time, the lack of evolution in the brand’s image created a fictional need for renewal, forming the conceptual basis of this project. The rebranding proposal responds to this context by rethinking the visual identity to better reflect contemporary values and expectations while respecting the brand’s essence.

Logotype design 1992

new designed logotype

Logotype redesigned

Design 1
Design 3
Design 2

The rebranding project adopts a local flat design aesthetics, using traditional Kazakh ornamentation as the core visual element. National symbols and decorative motifs are reinterpreted in a simplified, contemporary way, allowing cultural heritage to be expressed through clean shapes, rhythm, and patterns.

The flat design style helps modernize the brand while keeping the visuals accessible and visually strong for a younger local audience. Ornaments are not used purely as decoration, but as a structured graphic system applied consistently across the possible packaging designs, and communication sources like website, which allows to create a recognizable and cohesive identity.

Color palettes are selected to balance tradition and modernity, combining rich, warm tones with softer contrasts to show the diversity of production of the brand: from mass products to premium class ones. 

pattern 1 LOTTE Rakhat
pattern 2 LOTTE Rakhat
pattern 3 LOTTE Rakhat
pattern 4 LOTTE Rakhat

Some of the elements of traditional Kazakh ornaments were selected as the main visual resources for this rebranding project. Each ornament carries a specific symbolic meaning and reflects key brand values such as well being, prosperity, continuous growth, stability, sustainability, and independence. Based on these elements, a system of corporate patterns was developed, designed to be applied consistently across the brand’s communication and packaging, creating a strong and recognizable visual identity.

design for brand stationery
Business Card Mockup 05 by Minimal Mockups. Free for personal and commercial use.
Notebooks Lotte rakhat
Bags Mockup Rahat
Packaging boxes Rakhat
Website LOTTE Rakhat
Bag and box lotte rakhat pink
chocolates lotte rakhat
cups mugs lotte rakhat

As part of the brand communication strategy, the rebranding was supported by the creation of limited edition chocolate collections featuring packaging designs based on ornamental patterns. These editions were developed under the campaign concept “The taste that carries the tradition” emphasizing the connection between flavor, heritage, and craftsmanship. The renewed visual identity also allows the brand to participate in chocolate markets and international food festivals, with exhibition stands designed using the new graphic system.