We wanted to build more emotionally communicating brand image. Thus, instead of putting all the features and specifications in the package, we've put a simple picture of the TV well matched with its single colored background space. The harmony between the two shows how our TV works as a part of consumers' living space. The package design for TV market has been changing every year as the new technology is introduced every year. However, by designing the visual identity based on the harmony between the TV and its surrounding, the emotional value we pursue, we've designed the sustainable visual identity which can actually go on for years.