Samsung Galaxy has been achieving various form factor innovations such as S, S Ultra, Z Fold, and Z Flip. We have been thinking about how to express the message of Galaxy clearly and emotionally. Therefore, we have established a design system that can build an integrated Galaxy brand image by simplifying and symbolizing each model. We applied this system not only to packaging but also to books, videos, and retail stores, etc., to effectively deliver the brand message of Essential. Based on this system, we aim to contribute to enhancing the image of the Galaxy by expressing the innovation of various Galaxy products that will be introduced in the future in a fun and playful way.