Lotte Duty Free Online
Hidden Duty Discovery Promotion
A content-driven way to discover products
Hidden Duty Discovery is an episode-based online promotion designed to let users discover products as if exploring content. Each season and situation is structured as an "episode," with products curated around specific themes and keywords. Using a grid-based visual system and imagery, the layout moves beyond simple listings, allowing users to naturally discover products as they navigate through scenes.
Visual Concept
A visual concept built around the idea of episodes, where each theme is presented as a distinct scene with its own color and graphic identity. Grid-based imagery and keyword-driven visual elements enhance the sense of exploration, while the overall structure connects each episode into a cohesive, series-like experience.
