Samsung’s mobile design identity is anchored in the principle of “Essential”, expressed through Simple, Impactful, and Emotive. While this principle has guided product development for years, evolving user expectations and especially among Gen Z which raised questions about its emotional relevance, consistency, and scalability across teams and product categories.

The opportunity was to re-examine and strengthen this principle, ensuring it remains culturally relevant while also creating a clear, repeatable methodology that Samsung’s global design teams could apply consistently across devices, regions, and timelines.

Understanding the “Essential” Principle

Samsung’s design identity is anchored in the principle of Essential, expressed through three attributes:

• Simple

• Impactful

• Emotive

While these attributes existed conceptually, the project sought to understand:

• How they are currently interpreted across teams

• Where inconsistencies emerge in application

• Whether they resonate emotionally with younger users

Our goal was not to replace the principle, but to strengthen, clarify, and operationalize it.