Lotte Chilsung Beverage has unveiled a new package design for its Hot Six energy drink, moving away from the brand's established phoenix imagery in favor of a blue flame motif. The redesign was highlighted in a feature published by the South Korean design publication 디자인플러스 on September 9, 2026.
According to 디자인플러스, the visual overhaul marks a distinct shift in the product's identity. The previous branding centered on a phoenix, a symbol of rebirth and fire. The new direction replaces that with a blue flame, suggesting a more intense or evolved energy concept for the beverage.
The report is part of a series by 디자인플러스 examining the design process behind the Hot Six refresh. The publication's coverage indicates that the change is a deliberate strategic move by Lotte Chilsung to reposition the drink visually in the competitive energy drink market. No further details on the specific design elements, launch timeline, or marketing rationale were included in the available summary.
The update comes as energy drink brands in South Korea frequently adjust packaging to maintain consumer interest. Lotte Chilsung has not yet issued a separate public statement about the redesign beyond the design press coverage.
Observers will likely watch for consumer response to the new look and whether the blue flame identity extends to other marketing materials or product variations in the coming months.
