BGF Retail Wins Winner Award at the "2026 Red Dot Design Award"

CU PBICK Unified Product Packaging Design Wins Main Award

BGF Retail, the operator of convenience store chain CU, announced on August 2 that it has received the Winner award in the Brand & Communication Design category at the "2026 Red Dot Design Award."

The Red Dot Design Award is an international design prize organized by the Design Zentrum Nordrhein Westfalen in Germany. Alongside the Germany iF Design Award and the U.S. IDEA, it is recognized as one of the world's top three design awards. Winners are selected through a comprehensive evaluation of design innovation, completeness, and brand competitiveness.

Provided by CU.

The award-winning entry is a unified product package design system applied to PBICK, CU's flagship private brand (PB). The name "PBICK" was inspired by the "beep" sound made during barcode scanning at convenience stores, conveying the idea of "a sound that makes every day more delightful."

PBICK has been praised for connecting the sound at the moment of payment with the visual experience of products, creating a single integrated brand experience, and setting a new standard for convenience store PB design.

In order to connect hundreds of private brand products into a single brand experience (BX), CU established an integrated packaging system. The key aspect is that, regardless of product category, customers can instantly recognize CU PB products and consistently experience the brand image.

Whereas previous PB designs focused mainly on product information and promotional displays, PBICK introduces a new design language based on sound and sensory elements. This approach allows consumers to naturally experience the brand from the moment of purchase.

To achieve this, CU visualized the rhythm of barcode scanning as colors and graphic elements. The dynamic flow of the "beep" sound was expressed visually using alignment, proportion, repetitive lines, and whitespace. A structural design with minimal decorative elements ensures that a consistent brand identity is delivered across all product groups.

Additionally, vibrant food imagery was used to intuitively convey each product's unique features. By enabling customers to easily imagine the taste, texture, and flavor even before purchase, CU enhanced both information delivery and visual engagement. The packaging was redefined as not just wrapping, but as a medium through which consumers can pre-experience the brand.

Jang Hyangmi, Head of BGF Retail’s Design Team, stated, “This award is significant because it acknowledges our direction of building CU PB as a single brand experience rather than just focusing on individual product package designs. We will continue to reinforce our design competitiveness so that customers can naturally experience CU’s unique brand value from the very moment they choose a product.”

This content was produced with the assistance of AI translation services.