As a new service provider, Naver establishes its online photo service in an already highly competitive market. The packaging design stands out from conventional photo boxes, which get damaged easily. To prevent this, the design was altered so that the box can also be used as a photo album or archive. Customers can record their memories either directly on the parcel box’s label or on the enclosed photo labels, which come in ten different designs. The parcel box is assembled without adhesives or plastic tape; it is nevertheless sturdy, easy to open and eco-friendly.