DOOTA, a shopping brand that discovers unique products and brands and provides unique experiences to customers, was expanded to various sub-brands by launching duty-free business in 2016. To reorganize the sub-brand’s consistent brand identity, we established logos and motifs etc. reflecting the representative brand and the sub-brands to the same system, thus giving the family brand consistency. We draw design keywords from the brand image DOOTA aims for. And based on a representative brand identity that is minimal, DOOTA shopping mall is designed with fun and dynamically as well as DOOTA duty-free is designed with modern but sophisticated design.