Brand Renewal Driven by Brand DNA
Lotte Biologics is a biopharmaceutical CDMO (Contract Development and Manufacturing Organization) company and a key future-growth business of Lotte Group. As part of the project led by Daehong Communications and J&Brand, D.D. contributed to the development of visual motifs, brand guidelines, and a brand film.

The project was initiated to establish a unified visual language centered around the newly defined brand DNA, “Possibilities Beyond Limits.” The aim was to express Lotte Biologics’ technological capabilities as a next-generation CDMO, while translating its commitment to authenticity, speed, and quality into a distinctive brand experience.

Moving beyond the conventional visual codes of the biopharmaceutical industry, the project sought to reposition Lotte Biologics as a trusted, customer-centric company and establish a differentiated position in the market. Based on this direction, we developed a visual language that clearly communicates the brand’s core message: creating new possibilities beyond limits.

An Extended Bio Color System Rooted in the Master Brand
Lotte Biologics’ color system embodies both the brand’s spirit of innovation and its scientific credibility. Centered around Bio Red, which inherits Lotte’s brand identity, the system expands into a color spectrum of Lavender, Vital Mint, and Deep Mint. The contrast between red and mint tones accentuates the brand’s energy and forward-looking character. This approach establishes differentiation through a red-led identity that moves beyond the conventional color language of the biopharmaceutical industry, while conveying the trust and precision expected of a CDMO company.

To communicate the meaning of the brand DNA and visual motifs more intuitively, and to expand the static visual system into a cohesive narrative, we developed a 2D brand film. The dynamic movement of the unfolding color spectrum translates the message of “Possibilities Beyond Limits” into a visual narrative.

The Moment a Small Light Expands into Possibility
The visual motif captures the moment when light passes through a prism and expands into multiple spectrums. The light symbolizes a customer’s idea, which meets Lotte Biologics’ technology and capabilities to evolve into new possibilities and value. In this way, the brand DNA is translated into an intuitive visual expression. The visual motif is composed from various perspectives of the prism, with each form expressing depth, a sense of speed, and stability in distinct ways. This flexible system allows the brand to respond to diverse messages and media environments while maintaining a consistent brand impression.

Advancing Brand Management through a Systematic Visual Asset Framework
To deliver a consistent brand experience across diverse online and offline touchpoints, we also established comprehensive brand guidelines. Clear principles and detailed specifications were developed to help users select and apply the appropriate visual motif according to each medium’s proportions, layout, and information structure. This system ensures the visibility of each brand element across different environments while maintaining a consistent and distinctive Lotte Biologics brand identity.