Brand Design

the LIFE

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Launched by LG U+ in 2020, “the LIFE” is a premium entertainment channel for people who value bettering their lifestyle. The marketing goal is to become the channel favoured by the older generation. The article in the brand name emphasises the unique selling proposition and is a reference to a Korean word with a similar sound, which means “more”. In combination with the word “life”, the brand name thus conveys how viewers can build a better life by watching the channel’s programmes covering the categories of clothing, food, housing, culture and leisure. The colour scheme and imagery also project a cool image.

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