[Edaily Reporter KYUNG GYEYOUNG ] BGF Retail ( BGF Retail(282330)), which operates the CU convenience store chain, announced on the 2nd that it had won the main prize in the Brand & Communication Design category at the “2026 Red Dot Design Award.”

Organized by the Design Zentrum Nordrhein-Westfalen in Germany, the Red Dot Design Award is one of the world’s three major design awards. BGF Retail has achieved this success following its wins at the iF Design Award in 2019 and 2023.

The award was given for the integrated product packaging design applied to “PBICK,” CU’s flagship private brand (PB). PBICK was developed with the meaning “the sound that makes every day joyful,” inspired by the “beep” sound of a barcode being scanned at the convenience store checkout. It is recognized for setting a new standard for convenience store private brands by connecting the sound at the moment of payment with the visual experience of viewing the product into a single brand experience.

Unlike existing private brands that focus on product information and promotions, PBICK has implemented a design language based on sound and sensory experiences. By visually representing the “beep” sound while adopting a structural design that minimizes decorative elements, it ensures a consistent brand identity across all product categories.

Jang Hyang-mi, Head of the Design Team at BGF Retail, said, “This award is significant because it signifies international recognition of our vision to establish CU’s private label as a unified brand experience that goes beyond the packaging design of individual products.” She added, “We will continue to strengthen our design capabilities so that customers can naturally experience CU’s unique brand value from the moment they choose a product.”