Lotte Sand is the Korean iconic no. 1 cookie brand launched in 1983. With the brand concept “Like a Friend as Always! Best Korean Cookies, Lotte Sand,” it strives to provide consumers with friendly and good quality and has proceeded with renewal into the simple and trendy design as an old and identity-absence brand image resulted from the consumers diagnostic survey on design conducted in 2015. Hence, it is trying to improve its brand image by refreshing and reminding the brand and to increase the market M / S and sales.